Walmart to eliminate synthetic dyes from private label food brands by 2027

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Walmart has announced it will eliminate synthetic dyes and more than 30 other ingredients from its US private label food brands by 2027.

The move covers all Walmart-owned ranges, including Great Value, Marketside, Freshness Guaranteed and bettergoods.

As part of the reformulation, the company will also remove specific preservatives, artificial sweeteners and fat substitutes, which Walmart describes as a commitment to “simpler, more familiar ingredients.”

John Furner, President and CEO of Walmart US, said:

Our customers have told us that they want products made with simpler, more familiar ingredients – and we’ve listened. By eliminating synthetic dyes and other ingredients, we’re reinforcing our promise to deliver affordable food that families can feel good about.”

The US Food and Drug Administration (FDA) has urged manufacturers to phase out artificial colours by the end of 2027, but so far has relied on voluntary commitments rather than regulation. Companies including Kraft Heinz, General Mills, Hershey and Utz Brands have already set out similar reformulation plans.

Meeting consumer demand

Selection of Walmart’s private brand products. Credit: Walmart

Walmart research shows customer demand is driving these changes, with 62 percent of shoppers wanting more transparency in food products and 54 percent regularly checking ingredient labels.

The retailer has already moved in this direction, launching its bettergoods line in 2023 – a chef-inspired private brand offering plant-based and “made without” items, with 70 percent priced under $5.

Today, Walmart says around 90 percent of its US private label foods are already free from synthetic dyes. However, this latest commitment marks one of the largest private brand reformulations in US retail history.

Furner added:

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.”

Walmart confirmed it is working closely with suppliers to adjust formulations and source alternative ingredients without compromising flavour or quality. Shoppers will begin to see reformulated products rolling out in the coming months, with all changes completed by January 2027.