Target to stop selling cereals with certified synthetic colors by end of May

Target will stop selling its entire assortment of cereal with certified synthetic colors by the end of May

NEW YORK — Target will stop selling its entire assortment of cereal with certified synthetic colors by the end of May.

The move, announced Friday, underscores the acknowledgment that American consumers and the U.S. government under President Donald Trump are paying attention to what goes into packaged foods.

The Minneapolis-based discounter said it had been phasing out synthetic colors in cereals for several years, and currently nearly 85% of its cereal sales already come from products made without certified synthetic dyes. Some of the artificial food dyes detailed by Target are being reviewed by U.S. Food and Drug Administration like Red No. 40, Yellow No. 5 and 6 and Blue No. 1.

Target said that it has worked with national brands and its private brands to reformulate products as needed. Some cereals will have updated formulations, and many others already meet its new cereal assortment standard for no certified synthetic colors, the retailer said.

“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 vi