Walmart to remove dozens of synthetic dyes, ingredients from Great Value and other store brands

Walmart says it is moving to eliminate dozens of dyes and other ingredients from its U.S. private brand food products.

The Arkansas-based retailer announced Wednesday that it plans to remove synthetic dyes as well as 30 other ingredients — including certain preservatives, artificial sweeteners and fat substitutions — from its private brand products, such as Great Value, Marketside, Freshness Guaranteed and bettergoods. Walmart says the move is part of its ongoing mission to evolve its private brands as customer preferences change.

“Our customers have told us that they want products made with simpler, more familiar ingredients — and we’ve listened,” Walmart U.S. President and CEO John Furner said in a statement. “By eliminating synthetic dyes and other ingredients, we’re reinforcing our p