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Walmart US has announced plans to eliminate synthetic dyes and an additional 30 ingredients – including certain preservatives, artificial sweeteners and fat substitutes – from its private-label food products.

The reformulation will apply across all of Walmart’s US food private brands, including Great Value, Marketside, Freshness Guaranteed and Bettergoods.

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

According to a Walmart survey, 62% of customers said they want more transparency in food products, while 54% reported reviewing ingredient labels. The retailer said the changes are part of its efforts to align with these shifting consumer preferences.

Walmart launched the Bettergoods brand last year, featuring plant-based and “made without” items, 70% of which are priced under $5. Today, about 90% of Walmart US private-brand foods are already free from synthetic dyes.

The company is working with suppliers to reformulate products and source alternative ingredients while maintaining taste and quality.

Customers will begin to see the updated products on shelves in the coming months, with the full roll-out expected by January 2027.