USA | Target Corporation has announced that in May it will become one of the first retailers to only carry cereals made without certified synthetic colours.
This move is part of the company's strategy to lead with merchandising authority and drive its next chapter of growth.
"We know consumers are increasingly prioritising healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs," said Cara Sylvester, executive vice president and chief merchandising officer, Target.
"Our new cereal assortment made without certified synthetic colours makes it easier for busy families to make choices they feel good about, and shows what it means to curate a great assortment and lead with merchandising authority."
Target's guest insights and sales-trend data show a long-term shift toward foods made without artificial additives, particularly for the products families buy for their children. By the end of May, 100 percent of the cereal Target sells in stores and online will be made without certified synthetic colours.
Target has worked closely with national and owned-brand partners to reformulate products where needed, while preserving the quality and value guests expect. The result is a cereal aisle that maintains strong variety across flavours, dietary needs and price points.
The cereal update is an important step in Target's ongoing investments in wellness, food innovation and product development.
It also builds on the standards Target established in 2019 with the launch of Good & Gather, its flagship owned food and beverage brand of more than 2,500 products across dairy, produce, ready-made pastas, meats, baby and toddler food and more, all formulated without artificial flavours and sweeteners, synthetic colours or high-fructose corn syrup.
Target's updated cereal assortment is part of its broader ambition to build a grocery experience rooted in differentiation and intentional curation for today's families. The retailer will continue evaluating opportunities where ingredient evolution aligns with guest expectations.
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