Overview
- By the end of May 2026, 100% of cereals sold at Target in stores and online will be made without certified synthetic colors, the company announced.
- Target says it worked with national brands and its own labels to reformulate recipes where needed while preserving variety, dietary options and price points.
- Nearly 85% of Target’s current cereal sales already come from dye-free products, building on its Good & Gather brand standard launched in 2019.
- The move places Target among the first national retailers to set a full cereal aisle standard and comes ahead of some manufacturers’ timelines, including General Mills and WK Kellogg targeting 2026–2027 and Walmart’s private-label deadline in 2027.
- The shift tracks with the Make America Healthy Again push and HHS/FDA attention on petroleum-based dyes such as Red 40, Yellow 5 and 6, and Blue 1.