Retailer's Move Signals Broader Push Toward Cleaner Ingredients Amid Consumer Backlash

October 2, 2025

In a significant step toward healthier grocery options, Walmart announced Wednesday that it will eliminate synthetic food dyes and more than 30 other additives from all of its U.S. private-label food products by January 2027. The initiative, which builds on the retailer's ongoing efforts to simplify ingredient lists, affects popular store brands like Great Value and the newly launched Bettergoods line.

The decision comes as consumer demand for transparent and natural ingredients intensifies, with surveys showing a growing aversion to artificial colors linked to potential health concerns such as hyperactivity in children. Walmart, the nation's largest grocer, reported that about 90% of its private-brand foods are already free from synthetic dyes, and the full phase-out will extend to the remaining items over the next 15 months.

Beyond dyes—common culprits like Red 40, Yellow 5, and Blue 1—the ban targets a range of preservatives, artificial sweeteners, plasticizers, and fat substitutes that have faced scrutiny from health advocates. "We're listening to our customers who want simple, real ingredients they can feel good about," said Scott Neligen, executive vice president and chief supply chain officer at Walmart U.S., in a company statement. The changes will apply to thousands of products, from cereals and snacks to baked goods and beverages, without altering prices or availability.

This isn't Walmart's first foray into cleaner eating. Over the past decade, the company has removed high-fructose corn syrup from cereals, partially hydrogenated oils from peanut butter, and artificial flavors from yogurt. The latest pledge aligns with similar moves by competitors like Target and Kroger, reflecting a industry-wide shift driven by regulatory pressures and parental advocacy groups.

Public health experts hailed the announcement as a win for families. "Reducing exposure to these unnecessary chemicals is a proactive step that could benefit millions," said Dr. Laura Rogers, a pediatric nutritionist at Johns Hopkins University, who has long campaigned against synthetic dyes. However, some critics noted that the timeline allows for a gradual transition, potentially delaying full benefits.

Walmart's action could ripple through the supply chain, pressuring food manufacturers to reformulate products faster. With the retailer's vast market share—serving over 150 million customers weekly—the change underscores how consumer voices are reshaping supermarket shelves.

As the phase-out rolls out, Walmart plans to highlight compliant products with clear labeling, empowering shoppers to make informed choices. In an era of rising obesity and chronic disease rates, this evolution from the Arkansas-based behemoth may set a new standard for affordable, additive-free groceries.