The news: Target announced it will sell only cereals made without synthetic colors online and in stores by the end of May.

The retailer said it has worked closely with national and owned-brand partners—many of which have already pledged to remove artificial dyes—to reformulate products where needed.

Why it matters: With 50% of US consumers planning to increase spending on healthy grocery and nutrition items this year, according to CivicScience, Target is leaning into momentum around the “Make America Healthy Again” movement. In addition to eliminating synthetic dyes from cereals, it recently launched its “Wellness, Perfectly Picked for You” campaign and expanded its wellness assortment by 30%, adding protein snacks and supplements from brands such as Misfits and FlavCity, beverages including RYZE mushroom coffee and Protein Pop, and skincare from Prequel and La Roche-Posay.

The move also leapfrogs Walmart, which last October said it would remove artificial dyes and 30 other additives from its private-label products by early 2027. More broadly, it signals that the tide around artificial dyes is turning and retailers and brands can act now to align with changing consumer expectations or risk getting swept away.

Implications for retailers and brands: The decision reinforces that Target, under new CEO Michael Fiddelke, is aiming to lead rather than follow. Alongside its health and wellness push, the company is working to reclaim its style authority, including expanding its Levi’s partnership to 150 additional stores.