Walmart to remove synthetic dyes, 30 other ingredients from private brands

Add Walmart to the list of retailers and food producers making ingredient changes after pressure to do so from Health and Human Services Secretary Robert Kennedy Jr., through his “Make America Healthy Again” push.

Walmart has announced changes to the synthetic dyes and ingredients used in its private brands of Great Value, Marketside, Freshness Guaranteed and bettergoods. The retail giant said it surveyed customers and 62% wanted more transparency and 54% mentioned the need for a complete review of food ingredients.

The Bentonville-based retailer set a full implementation deadline of January 2027 in its pledge to eliminate the dyes and 30 other ingredients, including certain preservatives, artificial sweeteners and fat substitutes. The company said some of the changes could result in higher prices for some products.

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

The shift to natural dyes will mean reformulating and testing more than 1,000 products, though Walmart says 90% of its store-brand food items are already free of artificial colors. Sam’s Club announced the red and yellow dyes used in confectionery frosting in its bakeries were among the hardest colors to replicate naturally. But the retail chain achieved that feat earlier this year and announced that during the June shareholder week events.

Walmart said the product reformulations could slightly impact prices on some items, emphasizing its long-term commitment to keeping prices low.

Kennedy, through the U.S. Food and Drug Administration, is requiring food manufacturers to phase out artificial colors by the end of 2027. Walmart suppliers such as PepsiCo, Kraft Heinz, and General Mills have each announced plans to remove synthetic dyes from food products.

Walmart has said many products impacted by dye reformulations, like breakfast cereal and sports drink mixes, continue to undergo testing with consumers before they reach Walmart shelves. The Great Value fruit cereals have less vibrant colors, and the sports drink mixes are clear, like Propel water, instead of blue, red or orange. Walmart said that taste and quality remain unchanged, even if the colors look different.

The retail giant said part of the reason it launched its bettergoods private brand last year was to create a clean-label option in many food categories. Walmart said about 90% of its U.S. food private brand products are free from synthetic dyes. Walmart said consumers will begin seeing reformulated products on shelves in the coming months, with longer lead times for some categories, with the final wrap-up by 2027.

Brian Ronholm, director of food policy at Consumer Reports, said Walmart’s action is a response to consumer sentiment over a long list of chemicals found in many processed foods.