BENTONVILLE, Ark. — Walmart U.S. is undertaking one of the largest private-brand reformulations in retail history, announcing plans to eliminate synthetic dyes and more than 30 other ingredients from its food offerings. The change will impact leading private labels, including Great Value, Marketside, Freshness Guaranteed and bettergoods.
The reformulation targets certain preservatives, artificial sweeteners and fat substitutes, reflecting the retailer’s commitment to affordable, high-quality foods that align with evolving consumer expectations for cleaner labels and greater transparency.
“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 Walmart, nearly 90% of its U.S. private-brand food products are already free of synthetic dyes. The company plans to complete the next wave of ingredient eliminations by January 2027, working with suppliers to source alternatives that maintain taste, value, and consistency.
The move builds on Walmart’s introduction last year of bettergoods, a chef-inspired brand that includes plant-based and “made without” items, with 70% of its products priced under $5. A recent survey highlights the importance of these efforts: 62% of Walmart shoppers report wanting more transparency in their food, while 54% regularly review ingredient lists.
“This commitment demonstrates how Walmart is responding to changing customer preferences, while also setting the standard for providing exceptional quality and innovation at an outstanding value,” said Furner.
Reformulated items are expected to begin appearing on shelves in the coming months, with the full rollout spanning the next two years.
