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GEORGIA (WALB) - On Friday, Feb. 27, Target announced that it will stop selling cereals containing synthetic colors by the end of May.

According to the Associated Press, 85% of Target’s cereal sales come from products made without synthetic dyes.

In order to limit the cereals they sell with synthetic colors, Target has worked with both national brands and private brands to reformulate products. According to the Associated Press, Target has worked with Trix and Lucky Charms, both owned by General Mills, and they are said to have updated formulations.

“Target said it will no longer carry brands that don’t reformulate, but it didn’t name the brands.”

In a General Mills article from June 2025, General Mills announced that it planned to remove artificial dyes from all its U.S. cereals by the end of summer 2026.

“Across the long arc of our history, General Mills has moved quickly to meet evolving consumer needs, and reformulating our product portfolio to remove certified colors is yet another example,” said Jeff Harmening, chairman and CEO, General Mills. “Today, the vast majority of our foods are made without certified colors, and we’re working to ensure that will soon apply to our full portfolio. Knowing the trust families place in us, we are leading the way on removing certified colors in cereals and K-12 foods by next summer. We’re committed to continuing to make food that tastes great and is accessible to all.”

Target wishes to align with the U.S. government and its outlook on health and ingredients in food. In early 2025, just before President Joe Biden left office, the U.S. Food and Drug Administration banned Red 3, a petroleum-based dye.

According to the Associated Press, a few months after President Donald Trump stepped into office, the FDA under President Donald Trump urged food makers to phase out petroleum-based artificial colors by the end of 2026.

Target is one of a few other establishments that hope to eliminate the sale of artificial ingredients in their products, if they have not already done so. Whole Foods, which was founded in 1980, has never allowed products with artificial colors since its founding. Trader Joe’s also does not use synthetic colors in its products.

“We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” said Cara Sylvester, Target’s executive vice president and chief merchandising officer, in a statement.

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