Target Announces Major Shift Away From Synthetic Food Dyes in Breakfast Cereals
The prominent US retailer Target has declared a significant policy change, announcing that it will cease selling breakfast cereals containing certified synthetic food colors by May 31. This decision comes as the company faces mounting pressure from both the Trump administration and the "Make America Healthy Again" (Maha) movement, which have been advocating for the removal of potentially harmful artificial ingredients from food products.
Political Pressure Drives Corporate Decision
Target's announcement on Friday represents a direct response to increasing demands from political figures and health advocacy groups. The Maha movement, led in part by activist Vani Hari (known as "Food Babe"), has been particularly vocal in its criticism of synthetic dyes like red 40 and yellow 5. These ingredients have been linked in some studies to exacerbating attention deficit hyperactivity disorder (ADHD) symptoms in children.
"We know consumers are increasingly prioritizing healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs," stated Cara Sylvester, Target's executive vice-president and chief merchandising officer, in an official news release. The retailer operates nearly 2,000 stores nationwide and employs approximately 400,000 people, giving this decision substantial industry weight.
RFK Jr's Controversial Role in Food Policy
The decision could potentially benefit Robert F. Kennedy Jr., the controversial US Health and Human Services Secretary who has faced criticism from food reform advocates. Kennedy has been accused of retreating on earlier pledges to regulate synthetic food dyes while simultaneously supporting Trump's executive order to increase production of Roundup weedkiller—a product he previously claimed causes cancer.
"He made a lot of promises about what he was going to do at the beginning. He is not keeping them," remarked Marion Nestle, professor emerita of nutrition and food studies at New York University, highlighting the frustration among health advocates.
Regulatory Landscape and Industry Response
The Food and Drug Administration (FDA) has not mandated the removal of synthetic dyes, but recently revised guidelines to allow food manufacturers to claim "no artificial colors" as long as the dyes are not petroleum-based. Kennedy defended this approach, stating the agency was "making it easier for companies to move away from petroleum-based synthetic colors and adopt safer, naturally derived alternatives."
However, Thomas Galligan, principal scientist with the Center for Science in the Public Interest, expressed disappointment with the regulatory approach. "It's frustrating, especially when the rhetoric suggests they are solving the problem, but in practice they're just letting industry do whatever they want," he commented on Friday.
State Legislation Influencing National Policy
Meanwhile, legislative action at the state level appears to be driving national changes. West Virginia became the first state to ban synthetic food dyes in March 2025, and at least 25 other states are considering similar restrictions. Scott Faber, vice-president of government affairs for the Environmental Working Group, believes this state-level action directly influenced Target's decision.
"No company is going to make one version of their food for the 2 million people in West Virginia and another version for the rest of us," Faber observed. "Target's announcement today is simply recognition that states are leading the way when it comes to protecting us from dangerous chemicals."
Industry Commitments and Consumer Skepticism
Major food producers including General Mills and Kraft Heinz have announced plans to remove artificial colors from their US market products by next year. However, consumer advocates remain skeptical about corporate commitments, noting that companies have previously reversed similar pledges following consumer complaints and sales declines.
"Nothing is holding them to these promises," cautioned Jensen Jose, regulatory counsel for the Center for Science in the Public Interest. "The federal government is just asking, 'Pretty please, can you stop using these dyes?'"
The Target announcement specifically targets petroleum-based dyes such as red 40 and yellow 5, though the company has not provided detailed specifications for what constitutes a "certified synthetic color." This move represents the latest development in a decades-long push by food industry reform advocates to eliminate artificial dyes from common food products.
