Target to drop synthetic colors from cereals

Feb 27 (Reuters) – Target said on Friday that by the end of May it would sell only cereals made without certified synthetic colors, becoming the latest retailer to tighten standards amid a crackdown on artificial dyes.

“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 a statement.

Health Secretary Robert F. Kennedy Jr. has cracked down on ultra-processed food and chemical additives, claiming they have led to a national crisis of childhood obesity, diabetes, cancer, mental health disorders, allergies and neurodevelopmental conditions such as autism.

Packaged food makers such as PepsiCo, Campbell’s and Conagra Brands have all announced last year that they would cut artificial dyes, in response to the Trump administration’s “Make America Healthy Again” initiative.

Retail giant Walmart also said in October last year it would remove synthetic dyes from its U.S. private-label foods by January 2027.

(Reporting by Neil J Kanatt in Bengaluru; Editing by Shilpi Majumdar)