Target Announces Ban on Synthetic Food Dyes in Breakfast Cereals
In a significant move for the retail industry, Target has declared that it will cease selling breakfast cereals containing certified synthetic food colors by 31 May. The decision, announced on Friday, affects nearly 2,000 stores across the United States and reflects increasing pressure from political movements and consumer advocacy groups.
Political and Consumer Pressure Drives Change
The retailer's new policy comes amid heightened scrutiny from the Trump administration and the "Make America Healthy Again" (Maha) movement, which have been pushing the food industry to eliminate synthetic dyes perceived as hazardous. Cara Sylvester, Target's executive vice-president and chief merchandising officer, emphasized the company's commitment to evolving with consumer preferences.
"We know consumers are increasingly prioritizing healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs," Sylvester stated in a news release.
RFK Jr's Role and Criticism
Robert F. Kennedy Jr., the controversial US health and human services secretary, has been a vocal advocate for removing artificial colors from food. However, his stance has faced criticism from food reform advocates who accuse him of backtracking on earlier promises. Marion Nestle, professor emerita of nutrition and food studies at New York University, noted, "He made a lot of promises about what he was going to do at the beginning. He is not keeping them."
Kennedy recently revised FDA guidelines to allow food makers to claim "no artificial colors" if dyes are not petroleum-based, a move that has sparked backlash for being too lenient.
Health Concerns and Industry Impact
For decades, advocates have warned about the link between synthetic dyes like red 40 and yellow 5 and hyperactivity in children. Vani Hari, known as the "Food Babe" and a Maha leader, praised Target's decision, stating it sends a strong signal to the industry.
"When a major retailer like Target makes that kind of stance, it has impacts across the food industry, and it sends a signal that retailers are siding with consumers who want less artificial ingredients," Hari said.
State Legislation and Corporate Accountability
West Virginia became the first state to ban synthetic dyes in March 2025, influencing broader corporate policies. Scott Faber of the Environmental Working Group commented, "Target's announcement today is simply recognition that states are leading the way when it comes to protecting us from dangerous chemicals."
However, skepticism remains about corporate commitments. Jensen Jose of the Center for Science in the Public Interest pointed out, "Nothing is holding them to these promises. The federal government is just asking, 'Pretty please, can you stop using these dyes?'"
Future Outlook
Major producers like General Mills and Kraft Heinz plan to remove artificial colors from US products by next year. With at least 25 states considering similar restrictions, the trend toward cleaner ingredients appears to be gaining momentum, driven by both consumer demand and regulatory pressures.
