Walmart US announced it is moving to eliminate synthetic dyes and the use of an additional 30 ingredients, including certainpreservatives, artificial sweeteners and fat substitutesfrom its private brand food products. This action is a significant step forward in its ongoing mission to provide customers with affordable, high-quality private brand products.

The change, which includes all Walmart US food private brands such as Great Value, Marketside, Freshness Guaranteed and bettergoods, is in line with evolving customer preferences and in support of a more transparent food system.

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 62% of customers saying they want more transparency and 54% saying they review food ingredients.

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 US food private brand products are free from synthetic dyes. 

The retailer is working with private brand suppliers to adjust formulations and source alternative ingredients, while preserving the same great taste customers have come to expect. Walmart customers will begin to see the reformulated products rolling out over the coming months, with longer lead time changes planned to wrap up by January 2027 at the latest.