Target is making waves in the cereal category, as the chain recently announced that it will become one of the first national retailers to only carry breakfast cereals made without certified synthetic colors. In an industry-shifting move driven by long-term data and sales insights, the retailer is setting a new standard to reflect shifting consumer preferences, according to the company. Target will stop carrying cereals containing synthetic colors—which could include big-name products like Apple Jacks, Captain Crunch, Froot Loops, and Lucky Charms based on their current list of ingredients—by the end of May 2026.
While the Target announcement does not explicitly state what constitutes a "certified synthetic color," the term typically refers to artificial, petroleum-based dyes used to achieve bright colors in foods, such as red 40 and yellow 5.
"We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs," Cara Sylvester, Target’s executive vice-president and chief merchandising officer, said in the release.
The retailer’s decision aligns with standards established when Target launched its flagship-owned private brand in 2019. Products sold under Good & Gather, its in-house label, are formulated without any artificial flavors and sweeteners, synthetic colors, or high-fructose corn syrup, and Target reformulated products alongside national and owned brand partners as needed. As a result, Target boasts a cereal aisle with plenty of variety across flavors, dietary needs, and price points—but potentially not for much longer.
