Walmart plans to ditch synthetic dyes for in-house brands by 2027

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(The Center Square) – The nation's largest retailer signaled Wednesday that it was supporting the Trump administration's plan to "Make America Healthy Again."

Walmart U.S. announced it is eliminating synthetic dyes and the use of an additional 30 ingredients, including certain preservatives, artificial sweeteners, and fat substitutes , from its private-brand food products. The move comes as the Trump administration and its "Make America Healthy Again" movement take aim at processed food.

The retail giant's move could push others to follow suit.

The change includes all Walmart U.S. in-house brands such as Great Value, Marketside, Freshness Guaranteed and bettergoods. The company said the move aligns with changing customer preferences and "in support of a more transparent food system."

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

According to a survey, Walmart customers are increasingly interested in what's in their food. Some 62% of customers say they want more transparency, and 54% say they review food ingredients.

While this move is one of retail's largest private brand reformulations, it isn't the first time Walmart has removed ingredients customers don't want. About 90% of Walmart U.S. food private brand products are free from synthetic dyes.

"This commitment demonstrates how Walmart is responding to changing customer preferences, while also setting the standard for providing exceptional quality and innovation at an outstanding value," Furner said. 

The retailer is working with in-house brand suppliers to change formulations and find alternative ingredients, while preserving the taste customers have come to expect, the company said.

Walmart customers will begin to see the reformulated products rolling out over the coming months, with longer lead time changes planned to wrap up by January 2027 at the latest.