BENTONVILLE, AK – Walmart U.S. announced today it will eliminate synthetic dyes and more than 30 additional ingredients from all of its private brand food products, marking one of the largest private brand reformulations in retail history.

The change affects familiar Walmart private label lines including Great Value, Marketside, Freshness Guaranteed, and bettergoods. Among the ingredients being removed are 11 synthetic dyes such as FD&C Red 40, Yellow 5, and Blue 1, as well as other additives including titanium dioxide, certain preservatives, artificial sweeteners, and fat substitutes.

The company said the move comes in response to shifting customer expectations. A July 2025 Walmart customer survey found that 62 percent of shoppers want greater transparency in their food and 54 percent actively review ingredient lists before purchase.

“Our customers have told us that they want products made with simpler, more familiar ingredients — and we’ve listened,” said John Furner, President and CEO of Walmart U.S. “By eliminating synthetic dyes and other ingredients, we’re reinforcing our promise to deliver affordable food that families can feel good about.”

Walmart noted that about 90 percent of its U.S. private brand food products are already free of synthetic dyes. Reformulated items will begin appearing on store shelves in the coming months, with all changes expected to be complete by January 2027.

The retailer has emphasized that while recipes are being reformulated, customers can expect the same taste and affordability associated with Walmart’s private brands. The effort builds on Walmart’s 2023 launch of its bettergoods line, a chef-inspired brand featuring plant-based and “made without” options, with 70 percent of items priced under $5.

Walmart says it will work closely with suppliers to source alternatives and adjust formulations. The company maintains that the initiative demonstrates its ongoing commitment to transparency, innovation, and quality in the food products it offers.