Target will only sell cereals, including national brands, made without artificial dyes by the end of May. The move puts Target among the first national retailers to remove the synthetic additives from an entire grocery category. “@SecKennedy’s team has done hundreds of meetings with retailers to discuss how to use the MAHA political moment to push positive change,” White House Senior Advisor Calley Means said. “When a retailer like Target enforces requirements, it moves the entire market. I’m looking forward to more major announcements,” he added. .@SecKennedy’s team has done hundreds of meetings with retailers to discuss how to use the MAHA political moment to push positive change. When a retailer like Target enforces requirements, it moves the entire market. I’m looking forward to more major announcements. pic.twitter.com/50GdWXHj7U — Calley Means (@calleymeans) February 27, 2026 Axios explained further: Friday’s announcement comes as federal health officials intensify pressure on food manufacturers over artificial dyes. Target is acting sooner than many major food companies that have pledged multi-year timelines. Food dyes have become a flashpoint in the fight over ultra-processed foods, particularly products marketed to children. The FDA has taken steps toward phasing out petroleum-based food dyes, approving natural alternatives as part of Health Secretary Robert F. Kennedy Jr.’s broader push. “We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” said Cara Sylvester, the retailer’s executive vice president and chief merchandising officer. “Target to drop synthetic colors from all cereals,” White House Press Secretary Karoline Leavitt said. Target to drop synthetic colors from all cerealshttps://t.co/Gyoq0r4DXu — Karoline Leavitt (@PressSec) February 27, 2026 The announcement follows Trump administration officials criticizing a report that claimed the FDA was backing off its pledge to ban artificial dyes from food. “Amusing fake news. The FDA is moving full steam ahead,” FDA Commissioner Marty Makary commented. “Amusing Fake News” – Trump Administration Officials Respond To Report Claiming “Retreat” From MAHA Policy Reuters has more: Target said it will "continue evaluating opportunities where ingredient evolution aligns with guest expectations." The company's decision puts it ahead of several brands on its shelves that have committed to phasing out artificial dyes on longer timelines. Among them is General Mills' Lucky Charms, which is expected to eliminate artificial colors by 2027. Retail giant Walmart said in October last year it would remove synthetic dyes from its U.S. private-label foods by January 2027. Target, which has been facing a lengthy sales slump and attempting a turnaround under new CEO Michael Fiddelke that includes job cuts and leadership shake-ups, is set to report its quarterly results on Tuesday. Earlier this month, the company reiterated that it expects to report fourth-quarter 2025 sales and full-year adjusted profit in line with its prior forecast.