US retail giant Target has said it will stop selling breakfast cereals made with synthetic colours by the end of May, becoming the latest retailer to tighten its stance on ultra-processed foods.

The move comes amid mounting political and consumer pressure in the US to remove artificial dyes from packaged foods.

Under health secretary Robert F Kennedy Jr and his ‘Make America Healthy Again’ agenda, artificial colours have become a focal point in a broader crackdown on processed ingredients.

Target said cereals made without synthetic dyes already account for 85 per cent of its cereal sales.

However, its decision to enforce a spring deadline puts it ahead of some rivals and manufacturers, many of whom are working to longer, multi-year reformulation timelines.

Cara Sylvester, Target’s chief merchandising officer, said: “We know consumers are increasingly prioritising healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs.”

Retailers move faster than brands

Walmart last year committed to removing synthetic dyes and dozens of other ingredients from its private-label food products by January 2027.

Meanwhile, major US food groups including General Mills, Kraft Heinz and Conagra Brands have pledged to phase out artificial dyes over the coming years.

General Mills, whose cereal portfolio includes Cheerios and Lucky Charms, said it remains on track to remove certified synthetic colours from all US cereals by this summer.

WK Kellogg has previously said it aims to eliminate artificial dyes from its cereals by the end of 2027.

Target has not confirmed whether brands will reformulate specifically to retain shelf space.

Ultra-processed scrutiny broadens

Artificial dyes are just one element of a wider clean-label shift. The US administration has announced plans to ban eight commonly used artificial food dyes, while campaigners have also targeted corn syrup and certain seed oils.

Last year, Coca-Cola said it would switch to real cane sugar in its US drinks, reflecting growing sensitivity around ingredient lists.

The debate over ultra-processed foods has gained rare bipartisan traction in the US, even as broader political divisions remain.

In December, the city of San Francisco sued 10 leading food manufacturers, accusing them of knowingly selling ultra-processed products linked to rising rates of serious disease.

While the regulatory environment differs, the direction of travel in the US signals intensifying retailer-led intervention in ingredient standards.

For UK grocers, the development highlights how clean-label expectations are increasingly being set by retailers rather than solely by manufacturers, and how speed to reformulate may become a competitive differentiator in centre-store categories.