Walmart, the retail giant, has made a significant commitment to health-conscious consumers by declaring that it will eliminate synthetic dyes from all of its private-label food products by January 2027. The announcement, made on Wednesday, targets Walmart's store brands such as Great Value, Marketside, and Sam's Choice, which are staples in American households.
"They’re looking for simpler ingredients, simpler nutrition panels," said Scott Morris, reflecting consumer demand for more natural food products.
Great Value, a brand recognized for its affordability and wide range of products, is present in 90 percent of American homes, according to NielsenIQ data. The decision to reformulate more than 1,000 food items is a response to a growing consumer trend that favors simpler and more natural ingredients.
Scott Morris, senior vice president of Walmart’s private food brands, emphasized that the decision is a direct reflection of customer feedback. "They’re looking for simpler ingredients, simpler nutrition panels," Morris stated in an interview with NBC News. The move is not only a shift towards natural colorants but also includes the removal of approximately 30 other additives from Walmart's private-label products, such as certain preservatives, fat substitutes, and artificial sweeteners. Some of these substances, like potassium bromate and propylparaben, are already prohibited in states like California.
The Food and Drug Administration (FDA) has been encouraging food companies to voluntarily phase out artificial dyes by 2027. While the FDA has not made this a mandatory change, major food manufacturers have been making commitments to this effect. Walmart's announcement follows in the footsteps of other large food companies such as PepsiCo, Kraft Heinz, and General Mills, which have pledged to reduce or eliminate synthetic dyes and additives from their products.
At Walmart's Culinary Innovation Center in Bentonville, Arkansas, food developers showcased examples of reformulated products. For instance, cupcake frosting made with natural ingredients like spirulina and beets was displayed alongside traditional products made with synthetic colors, showing little to no difference in appearance. However, some products, like the Great Value Fruit Spins cereal, exhibited more noticeable changes in color, particularly in hues that are more challenging to replicate with natural sources.
Sports drinks also demonstrated a significant visual change, with neon colors replaced by cloudy whites when made with natural ingredients. Walmart developers suggested that bottles might be fitted with colored sleeves to maintain brand recognition on shelves.
Despite these visual changes, Walmart assures that the taste and quality of their products will remain consistent. "The customer is continuously telling us that it’s not necessary everywhere," Morris explained, referring to the use of artificial coloring.
Scientific studies have explored the potential health impacts of synthetic dyes, with some research indicating a possible association between these dyes and hyperactivity in children. The FDA, however, maintains that synthetic dyes are generally safe for consumption.
Renee Leber, a representative of the Institute of Food Technologists, highlighted the challenge of gaining consumer acceptance as many associate bright colors with quality and appeal. Companies will need to navigate these perceptions carefully to ensure a smooth transition.
Walmart's initiative is a bold step towards healthier food options, aligning with broader industry trends and consumer preferences. As the retail leader sets a new standard, it will be interesting to observe how the market and competitors respond.
