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- Walmart eliminating synthetic dyes from its private-label food brands (foxbusiness.com)
Walmart Announces Major Overhaul: Private Label Foods to Ditch Synthetic Dyes and Unwanted Ingredients
[CITY, STATE] – In a significant move set to reshape the grocery aisles nationwide, Walmart U.S. has announced a sweeping initiative to eliminate synthetic dyes and 30 additional ingredients from its extensive line of private food labels. This ambitious overhaul, described by the company as one of the largest retail brand transformations ever and a first for a major retailer, will impact beloved household brands such as Great Value, Marketside, Freshness Guaranteed, and Bettergoods.
The decision stems directly from consumer feedback, according to Walmart U.S. CEO John Furner.
“Our customers have told us they want products made with simpler, more familiar ingredients and we’ve listened,” Furner stated. This sentiment aligns with recent shopper surveys indicating that 54% of consumers regularly check ingredient labels and 62% desire greater transparency in their food products.
The company also noted the increasing availability of natural ingredients, allowing them to offer cleaner options.
The reformulation effort will span a wide array of categories available both online and across the retailer’s more than 4,500 stores. Shoppers can expect changes in products ranging from Marketside cakes in the bakery section to various Great Value cereals, snacks, sports drinks, and dressings.
While the move aligns with a broader national push for healthier food options, including the “Make America Healthy Again” (MAHA) movement led by Health and Human Services Secretary Robert F. Kennedy Jr., Walmart clarified that its decision is a direct response to customer preferences observed over several years.
Despite the common perception that cleaner ingredients might lead to higher prices, Walmart expressed confidence that its vast scale will enable it to absorb and mitigate any potential cost increases, ensuring affordability for its customers. The Great Value brand alone is present in an impressive nine out of ten American households, underscoring the potential reach and impact of these changes.
The rollout of these reformulated products is expected to begin in the coming months, with a target for full completion by January 2027. The synthetic dyes slated for removal are typically labeled as FD&C colors, which are approved by the U.S. Food and Drug Administration (FDA) for use in food, drugs, and cosmetics under strict regulatory guidelines.
Walmart joins a growing list of major food manufacturers making similar commitments. General Mills has announced plans to tweak cereals and K-12 school foods, while Conagra will reformulate K-12 school foods and frozen items like Bird’s Eye. Kraft Heinz aims to remove dyes from its entire portfolio by 2027, and Smucker’s is targeting sugar-free fruit spreads, ice cream toppings, and certain Hostess brand products, alongside a commitment to no longer sell products with FD&C colors to K-12 schools by the 2026-2027 academic year.
In related financial news, Walmart shares have seen a more than 14% increase this year, slightly outpacing the S&P 500.
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