Walmart is making a big change in the US: it plans to eliminate artificial coloring and 30 more ingredients from all of its private-label products, including some preservatives, artificial sweeteners, and fat substitutes.
This update includes well-known brands like Bettergoods, Marketside, Freshness Guaranteed, and Great Value. More natural ingredients and clearer labels, this is about transparency in the food industry for teenagers and families who are concerned about what’s in their snacks.
“Our customers have told us that they want products made with simpler, more familiar ingredients — and we’ve listened,” stated John Furner, President and CEO of Walmart U.S. “This commitment shows how Walmart is keeping up with changing customer preferences while also setting the standard for giving great quality and innovation at an outstanding value,” he added.
What’s going to change
All private-brand food products will have no more synthetic dyes, according to Walmart U.S., which also plans to remove around 30 other ingredients, such as artificial sweeteners and some preservatives. Crucially, this indicates that the recipes (formulas) for your favorite items are being updated instead of disappearing. In order to keep “the same great taste customers have come to expect,” Walmart is collaborating with suppliers to modify recipes and identify substitute natural ingredients.
All Walmart U.S. private brands are affected by this change: Bettergoods (chef-inspired, plant-based, and “made without” options), Marketside (fresh items), Freshness Guaranteed (deli and bakery favorites), and Great Value (pantry basics).
It also builds on work Walmart has already done—about 90% of Walmart U.S. private-brand foods are already free of synthetic dyes. The move lines up with what shoppers say they want: according to a new survey mentioned by Walmart, 62% of customers want more food transparency, and 54% say they review food ingredients. As the company explains, “By eliminating synthetic dyes and other ingredients, we’re reinforcing our promise to deliver affordable food that families can feel good about.”
It’s all on the shoppers’ best interest
Food reformulation is similar to improving a recipe to make it easier and cleaner without sacrificing your favorite flavor. This translates into simpler lists that are closer to kitchen-style ingredients and fewer artificial additives for students, parents, and anyone else who reads labels. Trust is also important because when a major American retailer changes thousands of products, it can influence the entire food industry to use more natural ingredients and more readable labels.
Walmart is collaborating with private-brand suppliers to test alternatives and maintain high quality rather than doing this alone in a lab. Walmart’s response to taste and values is exemplified by the Bettergoods line, which offers chef-inspired options, plant-based selections, and “made without” items (many under $5) that align with consumer preferences.
It will be simpler to find snacks and essentials for teens that satisfy your family’s preferences, whether that means avoiding artificial coloring, double-checking preservatives, or ditching artificial sweeteners. Furthermore, since Walmart highlights value, the objective is to keep these options affordable instead of being just “fancy.”
What customers and Walmart are saying
“This commitment demonstrates how Walmart is responding to changing customer preferences while also setting the standard for crafting remarkable quality and innovation at an outstanding value,” John Furner explained.
Although it’s not an entire redesign, this is one of the biggest private-brand updates in retail history. About 90% of Walmart’s private-brand foods in the United States are already free of artificial dyes, and the company is going one step further by eliminating an additional 30 ingredients. The process will seem gradual to regular consumers—products will be updated gradually, and the long-term changes will likely be finished by January 2027.
Cleaner labels without losing flavor
Through a significant food reformulation, Walmart’s private brands are receiving cleaner labels. The goal is to eliminate artificial coloring, some preservatives, and artificial sweeteners, replace them with natural ingredients whenever feasible, and keep things the same in taste and price.