Walmart U.S. moves to eliminate synthetic dyes across all private brand foods

Summary

The move comes as part of Walmart’s journey to evolve its private brands in response to changing customer preferences. According to a new survey, Walmart customers are increasingly more interested in what’s in their food, with sixty-two percent of customers saying they want more transparency and fifty-four percent saying they review food ingredients.1 This growing trend among customers is in part why last year, the retailer launched bettergoods, a quality, chef-inspired private brand which includes a line of plant-based and “made without” items, with 70% of the items under $5. While this move is one of the largest private brand reformulations in retail history, it isn’t the first time Walmart has removed ingredients customers don’t want. Today, about 90% of Walmart U.S. food private brand products are free from synthetic dyes.