Target has said it will stop selling breakfast cereals that are made with synthetic colours by the end of May, marking the latest response by a retailer to backlash against ultra-processed foods.
The US retail giant's announcement on Friday follows commitments from several food companies to gradually phase out artificial dyes amid pressure from the Trump administration.
Artificial dyes have become a key target in a broader crackdown on processed foods under US Health Secretary Robert F Kennedy Jr and his Make America Healthy Again movement.
But shifting consumer preferences, as shoppers scrutinise ingredients in packaged foods, have encouraged food makers and retailers to reassess products.
"We know consumers are increasingly prioritizing healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs," Cara Sylvester, Target's chief merchandising officer, said in a statement.
