Target Sets May Deadline to Pull Synthetic Colors From All Cereals

Overview

• Target says every cereal it sells, including national brands, must be free of certified synthetic colors by the end of May across stores and online.
• Cara Sylvester, Target’s chief merchandising officer, said the shift answers customer demand for healthier options and simplifies choices for families.
• HHS spokesman Andrew Nixon praised the move as supporting healthier options, as HHS and the FDA advance measures to phase out petroleum-based food dyes.
• FDA Commissioner Marty Makary has cited studies, including a randomized controlled trial, suggesting links between such dyes and behavioral issues in children.
• Major players had set longer timelines, with Walmart targeting 2027 for private labels and General Mills planning dye-free cereals by summer 2026 and full product changes by 2027, while Campbell’s and Conagra pursue similar efforts tied to MAHA.