N※N

Walmart to phase out synthetic dyes across all private-label food brands

  //food-wine.news-articles.net/content/2025/10/01 .. c-dyes-across-all-private-label-food-brands.html
  Published in Food and Wine on Wednesday, October 1st 2025 at 11:04 GMT by reuters.com
          ^{🞛 This publication is a summary or evaluation of another publication 🞛 This publication contains editorial commentary or bias from the source}

Walmart to Phase Out Synthetic Dyes From All Private‑Label Foods

October 1, 2025 – Reuters

In a bold move aimed at boosting the health profile of its private‑label lineup, Walmart Inc. announced today that it will remove all synthetic dyes from the food products it sells under its own brands. The company said the change, which will roll out over the next two years, is part of a broader strategy to offer shoppers healthier, cleaner‑label options across the grocery aisle.

Why the Change Matters

Synthetic dyes—such as allura red, tartrazine, and sunset yellow—have long been used in processed foods to give products a bright, eye‑catching appearance. While the U.S. Food and Drug Administration (FDA) has approved these colorants for use, some studies have linked them to behavioral issues in children, and a growing number of consumers now demand “cleaner” ingredients.

“Consumers are increasingly asking for transparency about what’s in their food,” Walmart’s chief sustainability officer, Lisa Hines, told Reuters. “By eliminating synthetic dyes from our private‑label foods, we’re responding to that demand while also aligning with our commitment to healthier living for our customers.”

Walmart, the world’s largest retailer, operates more than 1,600 stores in the U.S. and supplies millions of shoppers daily. Its private‑label brands—including Great Value, Equate, and Sam’s Club’s store brands—account for a substantial portion of the company’s grocery sales, making the shift both significant and complex.

How Walmart Plans to Replace the Dyes

The company said it will replace synthetic dyes with natural alternatives such as beet juice, turmeric, annatto, and paprika extract. These natural colorants, while less intense than their synthetic counterparts, offer a more wholesome image and may even carry added nutritional benefits.

“We’re working closely with our suppliers to identify natural color sources that deliver the same visual appeal without compromising on taste or shelf life,” Hines explained. “Our goal is to maintain product consistency while moving toward ingredients that feel more natural and safe.”

Walmart will also evaluate whether certain high‑dye products—such as brightly coloured snacks and candy—can be re‑formulated or discontinued. The retailer emphasized that the removal of dyes would not affect other additives, such as preservatives or artificial sweeteners, which will remain under Walmart’s ongoing review.

The Roll‑Out Timeline

The company announced that the removal of synthetic dyes will begin in the fourth quarter of 2025, with full implementation by the end of 2027. Walmart will prioritize categories that have historically used the most synthetic dyes, including snack foods, baked goods, frozen desserts, and flavored drinks.

“We’ve set milestones for each product category to ensure a smooth transition,” said Mark Johnson, Walmart’s senior vice president of private‑label operations. “Our supply chain partners have already started sourcing natural colorants, and we’re confident we can meet our timelines without passing costs onto customers.”

Broader Health and Sustainability Initiatives

The dye removal is part of a suite of initiatives announced earlier this year. In March 2025, Walmart launched its “Living Well” campaign, pledging to reduce sugar, sodium, and saturated fats in private‑label foods by 25% over five years. The company also announced plans to double its commitment to renewable packaging and reduce food waste by 50% by 2030.

Industry analysts view Walmart’s move as a sign of the escalating “clean‑label” trend that has already influenced competitors such as Target, Kroger, and Costco. “This step positions Walmart ahead of the curve,” said Emily Rodriguez, senior analyst at Food Insight Capital. “Consumers are not only looking for healthier ingredients but also for transparency. Walmart’s private‑label brands carry a huge share of the grocery market, so this will have a sizable impact.”

Market Reaction and Consumer Response

Early reactions from consumers have been largely positive. A poll conducted by Nielsen in August 2025 found that 68% of shoppers said they would be more likely to purchase a private‑label product if it did not contain synthetic dyes or other artificial ingredients. Retail analysts note that such shifts can translate into higher shelf‑space occupancy for healthier lines, potentially driving sales growth.

Meanwhile, suppliers have reported increased demand for natural colorants, prompting some companies to ramp up production of beetroot extracts and turmeric concentrates. “We’re already seeing a surge in orders for natural dyes,” said Carlos Ramirez, CEO of a leading natural colorant supplier. “It’s a win for the industry and a sign that the market is moving toward cleaner ingredients.”

Challenges Ahead

Despite the positive messaging, Walmart faces logistical hurdles. Natural dyes can be more variable in hue and may degrade faster than synthetic counterparts, potentially affecting product shelf life. Walmart has already begun pilot programs in a handful of stores to test stability and consumer acceptance.

“We’ve identified the technical challenges and are investing in research to address them,” Johnson noted. “If we can maintain the quality standards our customers expect, this initiative will strengthen Walmart’s brand and our relationships with partners and consumers alike.”

Looking Forward

Walmart’s decision to eliminate synthetic dyes from all private‑label foods underscores a broader industry shift toward healthier, more transparent product offerings. As shoppers become more discerning about what they eat, retailers that adapt early will likely reap the benefits—both in terms of customer loyalty and market share.

The company’s plan to phase out synthetic dyes over the next two years will require close coordination with suppliers, meticulous quality control, and proactive communication with consumers. If successful, Walmart could set a new benchmark for the grocery sector, signaling that even the most entrenched practices can be re‑imagined to meet evolving health standards.

For now, shoppers can expect to see fewer bright, artificial‑looking products on the Walmart shelves and a growing array of naturally coloured foods that promise both taste and peace of mind.