Target announced Friday it will no longer sell breakfast cereals containing certified synthetic food colors, a move applauded by advocates who have long raised concerns about the potential health effects of these additives. The change, slated to take effect by May 31, comes as pressure mounts on the food industry to move away from artificial ingredients, fueled in part by the “Make America Healthy Again” (Maha) movement and recent scrutiny of the Food and Drug Administration’s (FDA) regulations.
The retailer, which operates nearly 2,000 stores and employs approximately 400,000 people across the United States, framed the decision as a response to evolving consumer preferences. “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 news release. This shift reflects a broader trend within the food industry, as companies respond to growing demand for cleaner labels and more natural ingredients.
The move by Target arrives at a complex moment for food policy, particularly in light of the involvement of Health and Human Services Secretary Robert F. Kennedy Jr., a key figure within the Maha movement. Kennedy, who previously advocated against the use of glyphosate in agriculture, has faced criticism for supporting a Trump administration executive order aimed at boosting the production of the herbicide – a position some see as contradictory to Maha’s core principles. He likewise faced backlash after the FDA revised its approach to regulating synthetic food dyes, allowing manufacturers to label products as “no artificial colors” even if they contain dyes not derived from petroleum, a move Kennedy claimed would encourage safer alternatives.
A Win for Food Reform Advocates
For years, food industry reform advocates have campaigned for the removal of synthetic dyes like Red 40 and Yellow 5, citing concerns about potential links to hyperactivity in children. The Center for Science in the Public Interest (CSPI) has been a leading voice in this effort, and researchers have published studies suggesting a possible connection between these dyes and attention deficit hyperactivity disorder (ADHD). Vani Hari, known as the “Food Babe” and a prominent leader within Maha, celebrated Target’s decision, stating, “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.”
The shift at Target also comes as at least 25 states are considering legislation to restrict synthetic dyes in food, with West Virginia becoming the first to enact a ban in March 2025. Scott Faber, vice-president of government affairs for the Environmental Working Group, believes West Virginia’s law played a role in Target’s decision. “No company is going to make one version of their food for the 2 million people in West Virginia and another version of their food for the rest of us,” Faber said. “Target’s announcement today is simply recognition that states are leading the way when it comes to protecting us from dangerous chemicals.”
Navigating Conflicting Signals
Despite the momentum behind the movement for cleaner food ingredients, challenges remain. Companies have previously pledged to remove artificial dyes only to reverse course following consumer complaints and declining sales. Jensen Jose, regulatory counsel for the Center for Science in the Public Interest, noted that the federal government’s approach has been largely permissive. “The federal government is just asking, ‘Pretty please, can you stop using these dyes?’,” she said.
Key producers like General Mills and Kraft Heinz have announced plans to remove artificial colors from their products for the US market by next year, but the lack of binding regulations raises questions about the long-term commitment. The FDA’s revised guidelines, allowing products to be labeled “no artificial colors” if the dyes are not petroleum-based, have also drawn criticism. Thomas Galligan, a principal scientist with CSPI, described the revision as “frustrating,” arguing that it allows industry to self-regulate rather than implementing meaningful change.
What Defines “Synthetic”?
Target’s announcement does not explicitly define what constitutes a “certified synthetic color,” but Hari clarified that it refers to petroleum-based dyes such as Red 40 and Yellow 5. These dyes are commonly used to enhance the visual appeal of foods, as noted by research from the George Institute for Global Health, which found that one in five US foods and drinks contain synthetic dyes. The debate over these ingredients highlights the tension between consumer demand for natural products and the industry’s reliance on additives to maintain product consistency, and attractiveness.
The situation is further complicated by the evolving landscape of food ingredient labeling and the influence of political figures like Kennedy. While Kennedy has championed the Maha movement’s goals, his support for policies that appear to contradict those goals has sparked controversy and raised questions about the movement’s direction.
Looking ahead, the focus will be on whether other major retailers follow Target’s lead and whether the FDA will take more decisive action to regulate synthetic food dyes. The ongoing legislative efforts in numerous states also suggest that consumer pressure for cleaner food labels is likely to continue. The next key date to watch is May 31, when Target’s new policy goes into effect, and consumers will be able to assess the impact on cereal aisle offerings.
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