Walmart U.S. has announced plans to eliminate synthetic dyes and more than 30 additional ingredients, including certain preservatives, artificial sweeteners, and fat substitutes, from all of its private brand food products. The change will affect well-known lines such as Great Value, Marketside, Freshness Guaranteed, and bettergoods.
According to Walmart U.S. President and CEO John Furner, the move reflects customer demand for simpler, more familiar ingredients and supports the company’s commitment to offering affordable, high-quality products. A recent customer survey found that more than half of Walmart shoppers review ingredient lists and seek greater transparency in their food choices.
This initiative is one of the largest private brand reformulations in retail history, with 90 percent of Walmart’s private brand foods already free from synthetic dyes. The company is working closely with suppliers to reformulate products while maintaining the same taste and value customers expect.
The updated products will begin appearing on shelves in the coming months, with full implementation expected by January 2027. Walmart’s action underscores a broader retail trend toward transparency, quality, and consumer trust in food production.
