Target will remove artificial dyes from its cereal aisle.

Target said it will only carry cereals made without certified synthetic colors and plans to implement the change by the end of May.

Target said it will only carry cereals made without certified synthetic colors in its U.S. stores and plans to put the change into effect by the end of May. The company said it has worked with national brands and its owned-brand partners to reformulate products where necessary. The move follows sales data and customer research showing more shoppers are choosing foods without artificial additives. Target framed the change as part of a broader effort to sharpen its merchandise assortment and rebuild momentum after recent years of uneven performance. Key details: - Target plans to implement the cereals-without-certified-synthetic-colors policy by the end of May. - The retailer reported working closely with national brands and its owned-brand partners to reformulate products when needed. - Target introduced its private-label brand Good & Gather in 2019 without synthetic colors, artificial sweeteners, or artificial flavors. - Other food companies named in reporting are adjusting portfolios: Kraft Heinz aims to remove dyes from U.S. products by the end of 2027, Conagra plans to discontinue certain color additives by the end of next year, and Nestle USA aims to eliminate certified FD&C colors by mid-2026. - Retail peers have also announced similar moves; for example, Walmart said it would remove synthetic dyes from its store-brand foods and phase out about 30 other ingredients. Summary: The change narrows the types of cereal brands and formulations Target will carry as it repositions its food assortment. Implementation is scheduled for the end of May and the company says it coordinated with brand partners to update recipes.