By Richard M. Sullivan
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Walmart has made a move to align with the preferences of its customer base and recent health trends by announcing its commitment to remove synthetic dyes and a laundry list of other additives from its store brands by the year 2027. According to a report by CBS News, Walmart’s decision will impact around 1,000 products in categories such as snacks, baked goods, and drinks. Nationally, consumers will begin to see revamped products on Walmart shelves in the upcoming months.
This strategic update by Walmart, which controls a significant share of the food retail sector, is seen as an attempt to cater to a growing demand for healthier, more natural food products. Walmart’s U.S. CEO John Furner said, “Our customers have told us that they want products made with simpler, more familiar ingredients — and we’ve listened,” in a statement reflecting this push towards transparency. The extensive list of ingredients marked for removal includes not only artificial food dyes but also preservatives and artificial sweeteners, elements that, while some have been banned or are not widely used, continue to cause concern among health-conscious shoppers.
The broader food industry has observed a notable shift as major players like Kraft Heinz and General Mills have also made clear their intention to ax dyes from their product lines. Walmart’s initiative is part of an escalating industry-wide trend to pivot towards less artificial and more natural additives in food products, mirroring steps taken earlier by the retailer to highlight nutrition through its “Great For You” labels starting in 2012. The Chicago Sun-Times adds that, as reported by the U.S. Food and Drug Administration, there has been a ban on certain food dyes and an increase in scrutiny on the health effects of these additives.
Brian Ronholm, director of food policy at Consumer Reports, called the move “a significant impact on the market and the safety of the food that so many Americans purchase for their families.” Walmart’s reformulation plan is set to primarily involve its Great Value brand, but changes will also apply to its Marketside, Freshness Guaranteed, and Bettergoods lines. With the federal government turning the heat up on additive scrutiny, companies like Walmart are looking to stay ahead of industry standards and align their product ingredients to suit a more health-conscious marketplace. Despite the commitment by Walmart, some experts like Thomas Galligan, a scientist at the Center for Science in the Public Interest, remain cautious, noting that “it is very easy for Walmart to make bold promises, but it is a lot harder for them to follow through.”
Scott Morris, Walmart’s senior vice president of private brands food, consumables, and manufacturing, revealed that 90% of Walmart’s private label foods already forgo synthetic dyes and communicated that the present climate is ripe for announcing and applying this ingredient overhaul. Substitutions like paprika and annatto for synthetic colors will be part of the immediate changes customers can expect to see, alongside other naturally derived alternatives. This undertaking highlights the complexity and careful planning necessary to maintain the desired quality, taste, and affordability expected by Walmart shoppers, while jettisoning artificial additives.
