Target to remove dyed cereals by May 31

Target said it will remove cereals made with certified synthetic colors from its shelves and website by May 31, extending a category-wide change the retailer first announced in February. KSAT reported this week that the move was tied to concerns about possible effects on children, citing comments from a UT Health doctor about studies linking some artificial food dyes to behavioral issues in children. (ksat.com) Target’s own February announcement framed the shift as part of a broader merchandising and grocery strategy, and said the company had worked with national and owned-brand partners to reformulate products where needed. (corporate.target.com) The Minneapolis-based retailer did not publish a list of affected cereals in the KSAT report, and its February release did not name specific dye additives either. (ksat.com) What Target did say is that, by the end of May, every cereal it sells in stores and online will be made without certified synthetic colors. ### Which cereals is Target removing? KSAT said Target did not identify the specific brands or products that would be pulled from shelves. The company’s February press release also described the policy at the category level rather than product by product, saying the change applies across Target’s cereal assortment. (ksat.com) Target said it worked with “national brand and owned brand partners” to reformulate products where needed while keeping variety, dietary options and price points in the aisle. Other reports citing the company said some national brands were expected to update formulas to keep shelf space, but Target itself did not provide a public brand-by-brand list in the materials reviewed. (ksat.com) ### What exactly is changing on May 31? May 31 is the deadline Target gave for the transition. The company said 100% of the cereal it sells in stores and online will be made without certified synthetic colors by the end of the month, meaning products that do not meet that standard are set to leave shelves and online listings. (ksat.com) KSAT reported on May 21 that Target told reporters the products would be removed from stores by May 31 and that online listings would be updated accordingly. That places the practical change in front of shoppers over the final days of the month, both in physical aisles and on Target’s website. (corporate.target.com) ### Why did Target say it made the move? Target said in February that its “guest insights and sales-trend data” showed a long-term shift toward foods made without artificial additives, especially in products families buy for children. In the same release, the retailer said the new cereal assortment was meant to make it easier for families to choose products they “feel good about.” (corporate.target.com) KSAT’s May report added a health angle to the rollout. The station said the action cited concerns about possible effects on children and quoted a UT Health doctor saying some studies have linked artificial food dyes to behavioral issues in children. (ksat.com) ### Is Target acting alone? Axios reported in February that the move would make Target one of the first national retailers to apply that rule across an entire cereal category. Grocery Dive reported that large food companies including General Mills, WK Kellogg and Nestlé had also said they planned to remove artificial colors from products, while separate coverage noted Walmart had previously announced plans to remove synthetic food dyes and other ingredients from its U.S. store-brand portfolio on a longer timetable. (corporate.target.com) Target’s February release did not tie the change to any government order. The company instead presented it as a retailer-led assortment decision, with implementation set for May. (ksat.com) ### What should shoppers watch for next week? May 31 is the date Target gave for completing the transition, and the company said both store shelves and online cereal listings will reflect the new standard by then. Shoppers looking for specific brands will need to check updated packaging or product availability as the month-end reset is completed. (ksat.com) (corporate.target.com) (axios.com)