Target to pull cereals with synthetic colours from its shelves

February 27, 2026

Target announced it will eliminate breakfast cereals containing synthetic colors from its stores by the end of May, joining a growing retail movement against ultra-processed foods. This decision comes amid mounting pressure from the Trump administration's health initiatives, particularly from Health Secretary Robert F. Kennedy Jr.

Who is affected

Target customers shopping for breakfast cereals
Cereal manufacturers selling products at Target (General Mills, WK Kellogg, and others)
Other major retailers (Walmart)
Food companies (General Mills, Kraft Heinz, Conagra Brands, Coca-Cola)
Consumers concerned about ultra-processed foods
The Trump administration and Health Secretary Robert F. Kennedy Jr.
San Francisco city government (through their lawsuit)
Ten leading food makers being sued by San Francisco

What action is being taken

Target is stopping sales of cereals made with synthetic colors by end of May
Cereals without synthetic dyes already account for 85% of Target's cereal sales
General Mills is removing certified synthetic colors from all US cereals by this summer
The Trump administration under Kennedy is banning eight commonly used artificial food dyes
San Francisco is suing ten leading food makers over ultra-processed products

Why it matters

This represents a significant shift in the food retail industry driven by both political pressure and consumer demand for healthier products. The movement against artificial dyes and ultra-processed foods has created unusual political alignment between left-leaning officials and the Trump administration, demonstrating broad concern about food ingredients and their health impacts. Target's accelerated timeline sets a new standard that could pressure other retailers and manufacturers to act more quickly, potentially transforming the breakfast cereal market and broader packaged food industry faster than previously anticipated.

What's next

Target will complete removal of cereals with synthetic colors by end of May
General Mills plans to remove certified synthetic colors from all US cereals by summer
Walmart plans to stop using synthetic dyes in private-label food products by January 2027
WK Kellogg plans to remove artificial dyes from cereals by end of 2027
General Mills, Kraft Heinz, and Conagra Brands will remove artificial dyes in the years ahead (specific timelines vary)

Read full article from source: BBC