US retailer Target has announced that from 31 May it will only sell breakfast cereals free from certified synthetic food colours. The decision affects nearly 2,000 stores and comes amid growing pressure from the Trump administration and the 'Make America healthy again' (Maha) movement, which views such dyes as dangerous.
Cara Sylvester, Target's executive vice-president and chief merchandising officer, said the company is responding to consumers' increasing focus on healthier lifestyles. Food reform advocates have welcomed the move, citing concerns over links between synthetic dyes like Red 40 and hyperactivity in children.
Vani Hari, a prominent Maha figure, said the decision sends a strong signal that retailers are siding with consumers who want fewer artificial ingredients. However, critics note that Target's announcement does not specify which dyes are banned, though Hari says it covers petroleum-based colours such as Red 40 and Yellow 5.
The US Food and Drug Administration (FDA) has not mandated such action, and its recent guidance allowing 'no artificial colours' claims for non-petroleum dyes has drawn criticism. Thomas Galligan of the Center for Science in the Public Interest called the revision 'frustrating', saying it lets industry off the hook.
At least 25 US states are considering similar restrictions, with West Virginia becoming the first to ban synthetic dyes in March. Scott Faber of the Environmental Working Group believes state-level action influenced Target's decision, as companies cannot easily produce different versions for different states.
However, past pledges by food companies to remove dyes have sometimes been reversed after consumer complaints and sales drops. Jensen Jose of the Center for Science in the Public Interest noted that nothing legally binds companies to such promises, and the federal government has only issued requests, not requirements.
