Walmart Eliminating Synthetic Dyes, Dozens More Additives From Store Brands

The food and beverage aisles of the nation’s largest grocery retailer could look a little less vibrant by the end of next year.

Walmart U.S. announced this week its plans to remove synthetic dyes – alongside certain preservatives, artificial sweeteners and fat substitutes – from its private brand food products by 2027. The company claims the shift stems from customer demands.

The transition will affect Great Value, Marketside, Freshness Guaranteed and bettergoods labels, spanning sugar cookies, salad dressings, breakfast cereals, toaster pastries, sports drinks and more. Ninety-percent of Walmart U.S. private brands foods are already free from synthetic dyes, the company noted.

The retailer said it is partnering with its suppliers to update recipes and source alternative ingredients to execute what it describes as “one of the largest private brand reformulations in retail history.” The products will begin rolling out to shelves over the coming months.

“Our customers have told us that they want products made with simpler, more familiar ingredients — and we’ve listened. By eliminating synthetic dyes and other ingredients, we’re reinforcing our promise to deliver affordable food that families can feel good about,” John Furner, president and CEO of Walmart U.S., said in a statement.

Survey results showed more than half of Walmart shoppers (54%) review food ingredients, and 62% say they want more transparency. According to NielsenIQ data, Walmart’s Great Value is the biggest packaged food brand in the country, found in 90% of households.

In recent months, some of the largest food manufacturers have committed to removing synthetic colors from formulations amid increased pressure from the federal government as well as growing traction on food issues at large in state legislatures around the country. Nestle, PepsiCo, Conagra Brands, J.M. Smucker, General Mills and others have promised to ditch fake dyes.

Walmart’s latest move follows its pledge earlier this year to eliminate dozens of ingredients – including high-fructose corn syrup, artificial colors, and aspartame – from its Member’s Mark food and beverage products sold at Sam’s Club. The initiative is intended to woo Millennial and Gen Z shoppers, who “seek fewer ingredients, convenience and elevated experiences,” according to a company announcement.

The big-box chain claims quality and taste will remain the same in its reformulated products, as well as emphasizing its commitment to offering private brand products at “affordable prices.” Replacing cheap additives with higher-quality ingredients will likely be an expensive endeavor, though Walmart did not say whether it would pass any extra costs onto its consumers.

Consumer Reports’ food policy director Brian Ronholm applauded Walmart’s announcement, stating in a release, “As the leading grocer in the U.S., this move will have a significant impact on the market and the safety of the food that so many Americans purchase for their families.”

He added, “Walmart’s decision shows that food companies don’t have to wait for the FDA’s regulatory process to catch up with the science. Hopefully, others in the food industry will take notice and follow suit.”