Walmart U.S. plans to eliminate 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 change, which includes all Walmart U.S. food private brands such as Great Value, Marketside, Freshness Guaranteed and bettergoods, is in line with evolving customer preferences and supports a more transparent food system.
The synthetic dyes being removed include FD&C Blue 1, FD&C Blue 2, FD&C Green 3, FD&C Red 3, FD&C Red 4, FD&C Red 40, FD&C Yellow 5, FD&C Yellow 6, FD&C Citrus Red, FD&C Orange B and Canthaxanthin.
“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, 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 new survey, customers are increasingly more interested in what’s in their food, with 62 percent saying they want more transparency and 54 percent reviewing food ingredients.
The growing trend among customers is in part why the retailer last year launched bettergoods, a quality, chef-inspired private brand that includes a line of plant-based and “made without” items, with 70 percent of the items under $5.
Today, about 90 percent 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 private brand suppliers to adjust formulations and source alternative ingredients, while preserving the same taste customers have come to expect.
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.
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In addition to dyes, these 30 ingredients also are being removed from Walmart U.S. private brand foods: Titanium Dioxide, Azodicarbonamide, Dicotyl Sodium Sulfosuccinate (DSS), Sucrose Polyester, Toluene, Anisole, Lye, Morpholine, Propylene oxide, Sodium Stearyl Fumarate, Stearyl tartrate, Ficin, Synthetic trans fatty acid, Butylparaben, Lactylated Esters of Mon and Diglycerides (OLEON), Methylparaben, Propylparaben, Calcium Bromate, Potassium Bromate, Bromated flour, Neotame, Advantame, Phthalates, Potassium Bisulfite, Potassium Nitrate, Potassium Nitrite, Simplesse, Sodium Ferrocyanide (aka Yellow Prussiate of Soda), Sucroglycerides and Talc.