Target will stop selling its entire assortment of cereal with certified synthetic colors by the end of May.
The move, announced Friday, underscores the acknowledgment that American consumers and the U.S. government under President Donald Trump are paying attention to what goes into packaged foods.
The Minneapolis-based discounter said it had been phasing out synthetic colors in cereals for several years, and currently nearly 85% of its cereal sales already come from products made without certified synthetic dyes. Some of the artificial food dyes detailed by Target are being reviewed by U.S. Food and Drug Administration like Red No. 40, Yellow No. 5 and 6 and Blue No. 1.
