Target to Require Cereals to Remove Synthetic Dyes

Target confirmed that it will be requiring that all cereals sold by its company have artificial dyes removed by the end of May, as part of the effort to Make America Healthy Again (MAHA).

The company confirmed the news to Axios and will make the company “among the first national retailers to remove the additives across an entire grocery category.”

In a press release from Target, Cara Sylvester, who is executive vice president and chief merchandising officer, explained that the company knows “consumers are increasingly prioritizing healthier lifestyles.”

“We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve offerings to meet their needs,” Sylvester said. “Our new cereal assortment made without certified synthetic colors makes it easier for busy families to make choices they feel good about, and shows what it means to curate a great assortment and lead with merchandising authority.”

The move from Target comes as companies such as PepsiCo have come out with “Simply NKD” Cheetos Flamin’ Hot, and “Simply NKD” Doritos Nacho Cheese and Cool Ranch, among other products, which do not contain artificial dyes or flavors.

PepsiCo also announced that it would be removing artificial coloring and flavors from its Lay’s and Tostitos products, along with moving toward using more avocado and olive oil instead of canola and soybean oil.