Target Corporation (NYSE: TGT) announced it will become one of the first national retailers to carry only cereals made without certified synthetic colors, with the transition completing in May.

The Minneapolis-based retailer said the change affects 100% of cereals sold in stores and online. Target worked with national brand and owned brand partners to reformulate products while maintaining variety across flavors, dietary needs and price points.

"We know consumers are increasingly prioritizing healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs," said Cara Sylvester, executive vice president and chief merchandising officer at Target.

The company cited guest insights and sales data showing a shift toward foods made without artificial additives, particularly for products families buy for children. Target operates nearly 2,000 stores.

The cereal initiative builds on standards Target established in 2019 with its Good & Gather food brand, which includes more than 2,500 products formulated without artificial flavors and sweeteners, synthetic colors or high-fructose corn syrup.

Target said the updated cereal assortment is part of its strategy to build a differentiated grocery experience and that it will continue evaluating opportunities where ingredient changes align with customer expectations.