Feb 27 (Reuters) - Target ( TGT ) said on Friday it

would sell only cereals made without certified synthetic colors

by the end of May, becoming the latest retailer to tighten

standards amid a crackdown on artificial dyes.

The big-box retailer said it has worked closely with

national and owned-brand partners to reformulate products where

needed, and the decision applies to cereals sold both

in-store and online.

Packaged food makers such as PepsiCo ( PEP ), Campbell's

and Conagra Brands ( CAG ) had announced last year that they

would cut artificial dyes, responding to the Trump

administration's "Make America Healthy Again" initiative and

Health Secretary Robert F. Kennedy Jr.'s crackdown on

ultra-processed food and chemical additives.

"We know consumers are increasingly prioritizing healthier

lifestyles, and we're moving quickly to evolve our offerings to

meet their needs," Cara Sylvester, Target's ( TGT ) chief merchandising

officer, said in a statement.

Target's ( TGT ) move puts it ahead of several brands on its shelves

that have committed to phasing out artificial dyes on longer

timelines. Among them is General Mills' ( GIS ) Lucky Charms,

which is expected to eliminate artificial colors by 2027.

Retail giant Walmart ( WMT ) said in October last year it would

remove synthetic dyes from its U.S. private-label foods by

January 2027.

Target ( TGT ), which has been facing a lengthy sales slump and

attempting a turnaround under new CEO Michael Fiddelke that

includes job cuts, is set to report its quarterly results on

Tuesday.