2 min read- Target says that by the end of May, all cereal sold in its stores and online will be made without certified synthetic colors.
- The retailer says it worked with national and owned-brand partners to reformulate products as needed while keeping variety, dietary options, and price points intact.
- Target is framing the move as part of a broader wellness and merchandising strategy, building on standards it says it set with Good & Gather.
The cereal aisle is about to look the same… and be a little different.
Target announced that by the end of May, it will only carry cereals made without certified synthetic colors—both in stores and online—making it one of the first national retailers to make that kind of aisle-wide change.
Cereal is one of those categories where families have their routines and their loyalties, so when a retailer makes a broad change across the whole aisle, that’s not exactly subtle.
Target says the shift comes from long-term guest insights and sales trends showing more demand for foods made without artificial additives, especially in products families buy for kids. The company also said it worked with both national brands and owned brands to reformulate products where needed while preserving the quality, value, and variety shoppers expect across flavors and dietary needs.
“We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” said Cara Sylvester, executive vice president and chief merchandising officer, Target. “Our new cereal assortment made without certified synthetic colors makes it easier for busy families to make choices they feel good about, and shows what it means to curate a great assortment and lead with merchandising authority.”
Target is also positioning the cereal update as part of a bigger wellness and food-innovation push, tying it back to the standards it established with its Good & Gather brand, which launched in 2019.
So no, your cereal run is not suddenly turning into a health retreat. But your Target cereal aisle is getting a pretty major ingredient-era update.