Walmart is joining “The Great Reformulation.”
The Bentonville, AR-based retail behemoth is voluntarily removing synthetic dyes and the use of an additional 30 ingredients, including certain preservatives, artificial sweeteners, and fat substitutes , from its private brand food products.
“The Great Reformulation” is the voluntary movement by the food industry to reformulate its products to eliminate artificial dyes and other ingredients, thereby making them safer. Notable names include PepsiCo, McCormick, Kraft Heinz, Archer Daniels Midland, and now Walmart are involved.
Walmart’s announcement said, “The 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 U.S. food private brands such as Great Value, Marketside, Freshness Guaranteed, and bettergoods, aligns with evolving customer preferences and supports a more transparent food system, according to a statement from the company.
“Our customers have told us that they want products made with simpler, more familiar ingredients — and we’ve listened,” said John Furner, president and CEO of Walmart U.S. “By eliminating synthetic dyes and other ingredients, we’re reinforcing our promise to deliver affordable food that families can feel good about.”
Walmart will eliminate 41 food additives from its private-label foods by 2027, and the reformulation plan drew praise from consumers.
“Walmart’s decision to eliminate these additives from its private label products represents a very positive step towards getting harmful synthetic dyes, sweeteners, and other chemicals out of our food, “ said Brian Ronholm, director of food policy at Consumer Reports,.“ As the leading grocer in the U.S., this move will have a significant impact on the market and the safety of the food that so many Americans purchase for their families.”
“Given the incremental steps that some food companies have announced, this commitment is a bold declaration and response to consumer sentiment that has become increasingly wary of the long list of chemicals found in so many processed foods. Walmart’s decision shows that food companies don’t have to wait for the FDA’s regulatory process to catch up with the science. Hopefully, others in the food industry will take notice and follow suit.”
Ronholm was previously the deputy under secretary for food safety at the federal government.
Walmart is responding to changing customer preferences.
According to a new survey, Walmart customers are increasingly interested in what’s in their food, with 62 percent of customers saying they want more transparency and 54 percent 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 that includes a line of plant-based and “made without” items, with 70 percent of the items priced 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, approximately 90 percent of Walmart’s U.S. private brand food products are free from synthetic dyes.
“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.
The retail giant is collaborating with private brand suppliers to refine formulations and source alternative ingredients, while maintaining the same tastes customers have come to expect. Walmart customers will begin to see the reformulated products roll out over the coming months, with longer lead time changes planned to be completed by January 2027 at the latest.
Walmart operates more than 10,750 stores and clubs in 19 countries, as well as on its e-commerce websites. It employs approximately 2.1 million associates worldwide, providing approximately 1.6 million jobs in the U.S.
Walmart’s annual revenue for 2025 is a record $681 billion.
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