Walmart Eliminating Synthetic Dyes in Private Brand Foods

Walmart is taking a significant step to simplify its private brand foods. Over the coming year, every Walmart U.S. private brand food item, including Great Value, Marketside, Freshness Guaranteed, and better goods, will be free from synthetic dyes and 30 other ingredients like certain preservatives, artificial sweeteners, and fat substitutes. 
 
This effort marks one of the largest private brand reformulations in retail history. Approximately 90% of Walmart's private brand foods are already free from synthetic dyes, and reformulated products will be rolled out to stores and online in the months ahead. 
 
Walmart customers are driving this change, and here is what we are hearing: 
 
 62% of Walmart shoppers want more transparency in food ingredients. 
 54% say they check ingredient labels when shopping. 
 Many are asking for "made without" products -- foods with simpler, recognizable ingredients. 
 

“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.” John Furner, President and CEO, Walmart U.S.