Sam’s Club is nearing its goal of eliminating artificial dyes and other additives from its private-label Member’s Mark products, with cupcake icing and sports drinks posing the greatest challenge.
Key Takeaways
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Bright colors drive perception: Consumers equate vibrant food colors with better taste, making muted or natural tones a harder sell despite health benefits.
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Removing artificial dyes is challenging: Natural alternatives like beet or turmeric are unstable, more expensive, and sometimes alter the flavor.
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Sam’s Club pushes forward: Despite the challenges, Sam’s is on track to meet its 2025 deadline, testing consumer feedback along the way.
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