# Free-From Private Label Foods Walmart US Will Eliminate Synthetic Dyes in its Private Brand Foods By Michael Hemsworth | Published 2025-10-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/eliminate-synthetic-dyes References: [theshelbyreport](https://theshelbyreport.com/2025/10/01/walmart-to-eliminate-synthetic-dyes-across-all-private-label-products/) & [corporate.walmart](https://corporate.walmart.com/news/2025/10/01/walmart-u-s-moves-to-eliminate-synthetic-dyes-across-all-private-brand-food-products)  [Walmart US](https://www.trendhunter.com/trends/bettergoods) has announced an initiative to eliminate synthetic dyes from its private brand food products in an effort to respond to increasing concerns from consumers. The change to the brand's portfolio will also see the company eliminating an additional 30 ingredients like artificial sweeteners, fat substitutes and certain preservatives to further refine the recipe of its most popular products. The [recipe reformulations](https://www.trendhunter.com/trends/reformulation-initiative) will affect the brand's Great Value, Marketside, bettergoods and Freshness Guaranteed ranges with products beginning to roll out in the months ahead with the full transition being realized by January 2027. President and CEO of Walmart US spoke on the move to eliminate synthetic dyes saying, "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.” ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 28% | Activity: 25% | Freshness: 51% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Clean Label Movement:** Brands are increasingly adopting clean label initiatives, creating opportunities to innovate with ingredient transparency and consumer trust. - **Natural Ingredient Substitution:** The shift towards replacing synthetic components with natural alternatives is accelerating, opening up pathways for the development of naturally-derived additives. - **Consumer-driven Reformulations:** Rising demand for simpler ingredient lists is prompting companies to reformulate products, paving the way for new product formulations and healthier options. ### Sectors Adopting This - **Retail Grocery:** The retail grocery sector is seeing a significant push towards cleaner private label products, signalling a shift in consumer expectations and competitive differentiation. - **Food Manufacturing:** Food manufacturers are poised to explore innovative production techniques and alternative ingredient sourcing to align with the demand for simplistic formulations. - **Natural Ingredients Market:** An increasing reliance on natural substitutes is expanding the natural ingredients market, presenting growth opportunities to supply healthier options for food production. ## Related on Trend Hunter - [Free-From Private Label Products](https://www.trendhunter.com/trends/aldi-private-label.md) - [Artificial Dye-Free Cereals](https://www.trendhunter.com/trends/artificial-dyefree-cereals.md) - [Artificial Color-Free Food Products](https://www.trendhunter.com/trends/nestl-usa.md) - [Synthetic Color Retailer Initiatives](https://www.trendhunter.com/trends/cereal-assortment.md) - [Free-From Food Retailer Initiatives](https://www.trendhunter.com/trends/sams-club-made-without.md) - [Elevated Private Food Ranges](https://www.trendhunter.com/trends/bettergoods.md) - [Free-From Private Label Groceries](https://www.trendhunter.com/trends/fresh-thyme-market-owned-brands.md) - [Health-Minded Private Label Products](https://www.trendhunter.com/trends/nice-for-you.md) - [Flagship Private Label Redesigns](https://www.trendhunter.com/trends/walmart-great-value.md)