Retail giant takes major step toward cleaner, more transparent food offerings by 2027
BENTONVILLE, AR (OBV) – Walmart U.S. is making a sweeping move to reformulate its private brand food products by eliminating synthetic dyes and more than 30 other ingredients, including certain preservatives, artificial sweeteners, and fat substitutes.
The announcement, made Tuesday, affects all of the retailer’s U.S. food private brands, including Great Value, Marketside, Freshness Guaranteed, and bettergoods. The reformulation effort, which will be one of the largest of its kind in retail history, is a direct response to growing consumer demand for simpler, more recognizable ingredients in everyday groceries.
“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.”
According to Walmart, the change aligns with broader trends in consumer behavior. A recent survey conducted by the retailer revealed that 62% of customers want more transparency in their food, while 54% say they regularly review ingredient labels before purchasing.
The move builds on previous efforts by Walmart to clean up its product lines. Today, around 90% of the retailer’s private brand food products are already free of synthetic dyes.
The reformulation process will roll out gradually, with newly reformulated items hitting store shelves in the coming months. Walmart expects the transition to be fully completed by January 2027.
Walmart says it is working closely with its suppliers to ensure products maintain the taste, quality, and value that shoppers expect — despite the ingredient changes.
The initiative also reflects Walmart’s broader strategy to compete on quality in addition to price. In 2024, the company launched bettergoods, a chef-inspired private brand line focused on plant-based and “made without” items. According to the retailer, 70% of bettergoods products are priced under $5, aiming to provide healthier options without a premium price tag.
“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,” Furner added.
As the nation’s largest grocer, Walmart’s reformulation efforts are expected to have ripple effects across the retail and food manufacturing industries — potentially setting a new standard for ingredient transparency and food safety in private label brands.
