In the age of Make America Healthy Again (MAHA), people are paying closer attention than ever to what’s actually in their food (and what’s not). So, when Walmart announced it would remove synthetic dyes and more than 30 other additives from all its U.S. private-label foods by January 2027, it sent a powerful message: clean labeling isn’t just a trend, it’s the new standard.
Walmart says about 90% of its private-brand items are already dye-free, but this next step—phasing out the remaining synthetic colorants—shows how strong the consumer demand for transparency has become. For shoppers who care about “clean food,” that’s a huge milestone. But as anyone in the food industry knows, a promise is only as strong as the proof behind it.
That’s where MenuTrinfo®’s Certified Free From™ (CFF) color certification comes in. This third-party verification program ensures a product is truly free from petroleum-based artificial colors and synthetic dyes so consumers can trust what the label says.
Why Certified Free-From Colors Matter
The CFF seal is about trust, not taglines. Any brand can print “no artificial colors” on a package, but consumers are smarter than ever, and they expect those claims to be backed by something real. MenuTrinfo audits every ingredient and tracks every formulation change to make sure the claim holds up now and in the future.
It’s a seal that means something. The color certification aligns with the comprehensive Certified Free From suite, recognized for its ANAB-accredited certification standards, which ensure the rigor and reliability of allergen claims.
The CFF seal aligns with where the industry is headed. With major players like Walmart, Kraft Heinz, and Nestlé pledging to remove synthetic dyes by 2027 or sooner, brands that already hold this certification gain both an early edge and credibility in retail channels and among consumers.
It gives consumers clarity. In today’s health-driven environment, certified seals help shoppers cut through marketing noise and make confident, informed decisions about what they eat.
What Makes It Rigorous
MenuTrinfo’s process goes far beyond a one-time review. It’s a comprehensive, ongoing validation system that ensures long-term compliance:
- Ingredient and supplier reviews confirm no synthetic or petroleum-based dyes.
- Formulation audits and change management catch any ingredient deviations.
- Ongoing surveillance and trace testing verify compliance over time.
- Transparent seal use allows certified brands to display the mark proudly, signaling authenticity and accountability.
It’s not just a claim, it’s a promise backed by process.
What Shoppers Should Look For
If you’re trying to shop dye-free, here’s what to keep an eye out for:
- The Certified Free From™ seal on packaging: giving you assurance that the product has passed a thorough, independent review.
- Ingredient transparency: no FD&C Colors, Dyes or any lake derivatives.
- Clear communication: reputable brands often include QR codes or links that lead to audit details or certification info.
As Walmart and others move toward a synthetic-dye-free food supply by 2027, certifications like Certified Free From™ offer both brands and consumers a trusted path forward. In this new era of health awareness, shoppers aren’t just looking for marketing, they’re looking for proof.
To learn more about MenuTrinfo’s Certified Free From™ color certification and how it’s becoming a standard-bearer across the country to discuss how we can certify your “free from” claims visit MenuTrinfo’s Certified Free From page.
