Walmart to Remove Synthetic Colors by 2027

Walmart announced it will eliminate synthetic colors and other artificial additives from its private-label foods in the United States, including Great Value, Marketside, Freshness Guaranteed, and Bettergoods, by January 2027. 

The retailer said the decision reflects growing consumer demand for simpler and more transparent ingredients. Currently, 90% of Walmart’s private-label products already contain no synthetic colors. “Our customers have told us they want products made with simpler, familiar ingredients, and we have listened,” said John Furner, President, Walmart US.

Walmart plans to remove more than 30 ingredients from its private-label portfolio, including preservatives, artificial sweeteners, and fat substitutes. Reformulated products, including canned and frozen foods, cereals, and salads, will begin reaching store shelves in the coming months. The company is working closely with suppliers to adjust formulas and identify alternative ingredients.

The initiative aligns Walmart with other major food manufacturers, including PepsiCo, Campbell’s, and Conagra Brands, which have made similar announcements in recent months under the federal initiative. Synthetic food colors such as Red 40, Yellow 5, and Blue 1, commonly found in candies, cereals, and beverages, have been studied for potential links to hyperactivity, attention deficit, and behavioral changes in children. While the FDA has not confirmed a causal relationship, public pressure and health agency recommendations have driven industry action. 

The move also responds to rising consumer concerns about ultra-processed ingredients, which have been linked to obesity and chronic diseases. Challenges remain in replacing synthetic colors. Natural alternatives can affect flavor, stability, cost, and vibrancy. Products such as sports drinks, cake glazes, and cheese sauces may be particularly difficult to reformulate. Walmart is even considering colored packaging to compensate for the loss of visual appeal in clear beverages.

According to Walmart internal data, more than half of shoppers check labels before purchasing. “Customers are increasingly vocal about this,” said Scott Morris, Senior Vice President of Foods and Private Brands, Walmart US. Euromonitor projects the global clean-label food market could reach US$64 billion by 2026, with strong growth in North America and Europe.