Target Says It Will Quickly Remove Synthetic Colors From Cereals

‘We know consumers are increasingly prioritizing healthier lifestyles,’ an executive said.

A Target store in Austin, Texas. Brandon Bell/Getty Images

Target on Feb. 27 announced it will quickly remove synthetic colors from the cereals it sells.

Target said in a statement that it will only sell cereals without artificial coloring come May. The change will apply to cereals available in stores, and online.