Walmart has announced that it is planning to remove more than 30 ingredients from its lineup of private brand food products.

The ingredients include synthetic dyes, certain preservatives, artificial sweeteners and fat substitutes.

“This action is a significant step forward in its ongoing mission to provide customers with affordable, high-quality private brand products,” Walmart said in a statement .

The change will apply to all Walmart U.S food private brands, including Great Value, Marketside, Freshness Guaranteed and bettergoods.

Walmart cites changing customer preferences as the reason behind the shift. The retailer conducted a survey in which they found 62% of customers say they want more transparency and 54% say they review food ingredients.

“Our customers have told us that t

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