Target will move to an all-cereal range made without certified synthetic colours, becoming one of the “first” retailers in the US to take that step.
The retailer said that by the end of May, 100% of the cereal it sells in stores and online will be made without certified synthetic colours.
Target linked the decision to its broader strategy to “lead with merchandising authority and drive its ‘next chapter of growth’”.
It also cited its customer feedback and sales-trend data, which it said indicate a long-term shift towards foods made without artificial additives – particularly for products families buy for children.
Target chief merchandising officer Cara Sylvester said: “We know consumers are increasingly prioritising healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs.
“Our new cereal assortment made without certified synthetic colours 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.”
To implement the change, Target said it worked with national and owned brand partners to reformulate products where needed while “preserving the quality”.
The company described the cereal update as part of its ongoing investments in wellness, food innovation and product development.
It also said the move builds on standards set in 2019 with the launch of Good & Gather, its owned food and beverage brand spanning more than 2,500 products across categories including dairy, produce, ready-made pastas, meats, and baby and toddler food.
Target said those items are formulated without artificial flavours and sweeteners, synthetic colours or high-fructose corn syrup.
Target added that it will continue “evaluating opportunities” where ingredient changes align with customer expectations.
