The store has pledged to cut out all artificial colors and flavors by 2018.
Packing a lunch with healthy food is about to get a whole lot easier, thanks to a new statement from Target. The brand has announced that they will cut artificial flavors, preservatives, sweeteners, colors, artificial trans fats, and high fructose corn syrup from Target-owned brands of kids' food.
The movement to clean up the store’s food isn’t a new initiative for the big-box retailer. In 2016, they set a goal to increase organic food offerings 25 percent by 2017—the company exceeded that aim with a 139 percent increase. In fact, over 75 percent of the brand’s children’s snacks are additive-free already.
Target's efforts to bring natural products to its shoppers goes way beyond food, too. Earlier this year, the retailer launched a new line of all-natural beauty products, including everything from skincare items to hair treatments to makeup products—all free of harmful ingredients like parabens and sulfates.
"Our guests shop with us knowing they can expect more, not only in the experience and products we offer, but in the high standards we hold ourselves to as a company," said Brian Cornell, board chairman and CEO of Target, in a statement. "We are proud about the progress we have made so far, and committed to continuous improvement."
Even though the store recently announced that it will be discontinuing its Cartwheel Perks rewards program, this new initiative serves as yet another reason to shop at Target. Granted, this big change will take at least several more months to come to fruition. But based on the brand’s prior success with their organic foods goal and all-natural beauty effort, it looks like the future is bright for the kids' food section.