Walmart Eliminating Synthetic Dyes and 30 Food Additives from Private Brands by 2027: A Major Shift in Retail Food Standards

Walmart announced on Wednesday its plan to eliminate synthetic food dyes and 30 additional ingredients from its private label products sold in the United States by January 2027.

This significant initiative by America's largest retailer acknowledges growing consumer concern and governmental attention regarding food additives under the Trump administration. The company's plan will affect approximately 1,000 products across various categories including salty snacks, baked goods, power drinks, salad dressings, and frosting.

Interestingly, several ingredients targeted for removal are already banned, not commonly used, or have been absent from the US food supply for decades. Some included additives have no known issues, while others are currently under review by the Trump administration for potential elimination as approved food additives, according to food safety experts.

Despite this, Brian Ronholm, director of food policy for Consumer Reports' advocacy arm, described the action as a "sweeping declaration and a considerable response to consumer demand and sentiment" for fewer food additives. He further commented that it represents "a good and well-thought-out list and a very positive step," particularly considering the widespread presence of Walmart's private brands in American households.

Walmart stated that the 14-month reformulation plan will primarily involve its major private-label food brand, Great Value. Customers can also expect modifications to Walmart's Marketside and Freshness Guaranteed prepared food lines, as well as some changes to premium Bettergoods products.

This announcement follows recent pledges by major food companies like Kraft Heinz, Nestle, and Conagra Brands to phase out petroleum-based synthetic dyes. Walmart has gone further by identifying additional food additives in its elimination timeline.

The chemicals and compounds slated for removal span the food manufacturing spectrum. These include preservatives used in processed meats such as potassium nitrate, potassium nitrite, and potassium bisulfite, as well as artificial sweeteners like advantame and neotame.

Thomas Galligan, a scientist specializing in food additives at the Center for Science in the Public Interest, noted that many items on Walmart's list have raised health concerns "for a long time." These include synthetic dyes, titanium dioxide, azodicarbonamide, propylparaben, potassium bromate, and phthalates—a chemical used to make plastic flexible.

Health advocates have argued that phthalates from plastic packaging can migrate into food and beverages. While the FDA has restricted their use in food contact items, it hasn't completely prohibited them.

However, some of the 11 artificial food dyes mentioned by Walmart are already banned, proposed for prohibition, or haven't been used for years—including Red No. 4, Red No. 3, Citrus Red No. 2, and Orange B. The retailer also listed simplesse, a fat substitute phased out in 2023, and synthetic trans fatty acids that the FDA effectively eliminated the same year.

Experts expressed surprise at some of Walmart's choices. Ronholm mentioned he was unaware of problems related to toluene, anisole, or morpholine. Peter Lurie, President of the Center for Science in the Public Interest, questioned talc's inclusion, while Galligan indicated his agency considers advantame and neotame "to be safe."

Overall, Galligan viewed the initiative as a positive commitment but cautioned about implementation: "However, as with any voluntary effort, it is very easy for Walmart to make bold promises, but it is a lot harder for them to follow through. Many companies, including Walmart, have previously made and then broke promises similar to this, so until we see reformulated products on store shelves, this is all just talk."

Walmart explained that additives were selected for elimination based on the availability of "viable and scalable alternatives" that maintain product quality, taste, and affordability.

In June, Walmart's wholesale club division, Sam's Club, announced plans to remove over 40 ingredients, including artificial colors and aspartame, from its Member's Mark products by year-end.

Walmart shoppers can expect to see reformulated food items soon. For example, Great Value cheese dips will now use paprika and annatto instead of Yellow No. 5 and Yellow No. 6. A new version of Great Value Fruit Spins Cereal will replace Red No. 40, Yellow No. 6, and Blue No. 2 with beta carotene, annatto, blue-green spirulina, and juice concentrates.

Scott Morris, Walmart's senior vice president of private brands food, consumables, and manufacturing, revealed that 90% of Walmart's private label foods already don't contain synthetic dyes, and Wednesday's announcement accelerates initiatives started in recent years.

While customers have requested the removal of certain ingredients, Morris acknowledged that replacing them with natural alternatives is complex. Substitute performance varies significantly based on product storage requirements, and new formulations require extensive customer taste-testing.

"Every item's a snowflake," Morris said.

The primary factor delaying Walmart's food shelf overhaul was limited availability of approved alternatives, but this market is growing. "Now's the right time to make our declaration and be more broad with our application of the natural ingredients," Morris stated.

The federal government is also increasing scrutiny of artificial food dyes. Shortly before President Trump's return to office, the FDA banned Red 3 from the nation's food supply, nearly 35 years after prohibiting it in cosmetics due to potential cancer risks.