Farah Sabir PepsiCo has announced plans to accelerate the removal of artificial flavors and dyes from its popular snack brands, responding to growing consumer demand for cleaner ingredients.
This significant shift affects some of America’s most beloved snack foods and signals a broader transformation in the food industry’s approach to artificial additives.
PepsiCo’s Announcement: Timeline and Scope
In April 2025, PepsiCo announced its accelerated plans to shift from synthetic colors to natural alternatives across its product portfolio.
According to the company, approximately 40% of its U.S. products currently contain synthetic dyes. The transition is expected to be a multi-year process, with Tostitos and Lay’s becoming the first brands to make the shift.
Chris Coleman, PepsiCo’s senior director for food research and development in North America, explained that reformulating products with natural colors is a complex process: “We’re not going to launch a product that the consumer’s not going to enjoy. We need to make sure the product is right.”
The company’s “Simply NKD” line will debut on December 1, featuring naturally colored versions of Nacho Cheese Doritos and Cheetos Puffs alongside their traditional counterparts.
The new products will maintain the same flavors but with a more subdued yellow color instead of the bright orange that consumers have come to associate with these snacks.
Consumer Demand Driving the Change
PepsiCo’s decision reflects a significant shift in consumer preferences. Amanda Grzeda, PepsiCo’s senior director of global sensory and consumer experience, noted that what began as a whisper from a small segment of shoppers two decades ago has become a roar.
A recent internal study by PepsiCo found that more than half of consumers reported trying to reduce their consumption of artificial dyes.
“We could just blindly follow the science, but it probably would put us at odds with what our consumers believe and perceive in the world,” Grzeda explained, highlighting the importance of public perception even when decades of research has shown that synthetic colors are generally recognized as safe.
This consumer-driven movement has been amplified by social media and growing interest in ingredient transparency.
As shoppers become more educated about food ingredients, companies like PepsiCo are responding to maintain consumer trust and market share.
Regulatory Context and Industry Pressure
While consumer demand is a primary driver, regulatory pressure has also played a role in accelerating the transition away from artificial dyes.
In January 2025, the FDA banned Red 3 after studies showed it caused cancer in lab rats. In September, the agency proposed a ban on Orange B, a synthetic color that hasn’t been used in decades.
The Trump administration has set a goal of phasing out petroleum-based synthetic dyes by the end of 2026, though PepsiCo hasn’t committed to meeting this specific timeline.
U.S. Health and Human Services Secretary Robert F. Kennedy Jr. has been particularly vocal about eliminating these dyes, claiming that food makers have been allowed to “mass poison” American children.
Some states, including West Virginia and Arizona, have already banned artificial dyes in school lunches. However, Damien Browne, vice president of research and development for PepsiCo’s beverage division, believes consumers are leading this change:
“Consumers are definitely leading, and I think what we need to do is have the regulators catching up, allowing us to approve new natural ingredients to be able to meet their demand.”
FDA’s Response to Natural Color Alternatives
The FDA has stated it’s expediting approval of natural additives after calling on companies to halt their use of synthetic dyes.
In May, the agency approved three new natural color additives, including a blue color derived from algae. In July, it approved gardenia blue, derived from a flowering evergreen.
Six synthetic dyes remain FDA-approved and widely used, despite mixed studies suggesting they may cause neurobehavioral problems in some children.
Red 40, for example, is used in 25,965 food and beverage items on U.S. store shelves, according to market research firm NIQ.
Technical Challenges in Reformulation
Reformulating iconic products with natural colors presents significant technical challenges. Coleman explained that it can take two or three years to shift a product from artificial to natural coloring.
The process involves identifying natural ingredients with stable shelf lives that won’t alter a product’s flavor, ensuring adequate supply, testing with experts and consumer panels, and redesigning packaging.
In its Frito-Lay food labs and test kitchens in Plano, Texas, PepsiCo is experimenting with ingredients like paprika and turmeric to mimic the bright reds and oranges in products like Flamin’ Hot Cheetos.
For beverages like Mountain Dew and Cherry 7Up, the company is exploring purple sweet potatoes and various types of carrots as natural colorants.
“We eat with our eyes,” noted Browne. “If you look at a plate of food, it’s generally the different kinds of colors that will tell you what you would like or not.” Getting the hue right is particularly critical for products like Gatorade, which many consumers identify by color rather than name.
“That’s where it requires the deep science and ingredients and magic,” said Amanda Grzeda, referring to PepsiCo’s goal of creating products that don’t force consumers to choose between natural colors and familiar flavors and textures.
Anticipated Consumer Response
PepsiCo must balance the needs of health-conscious consumers with those who don’t want their favorite snacks to change. According to NIQ data, unit sales of products advertised as free of artificial colors fell sharply in 2023 as prices rose, suggesting price sensitivity remains a factor in consumer choices.
Luca Cian, a marketing professor at the University of Virginia’s Darden School of Business, anticipates a segmented consumer reaction. “Core brand enthusiasts – those who associate Doritos and Cheetos with that specific orange-dust experience – will likely stick with the originals.
The orange fingers aren’t a bug; they’re a feature that signals authentic indulgence,” he explained.
However, Cian also identifies a growing segment of “conflicted consumers” who love these snacks but feel guilty about artificial ingredients.
“Simply NKD gives them permission to indulge. We’re seeing similar patterns across food categories – consumer desire for both pleasure and perceived healthfulness.”
The Value of Maintaining Both Product Lines
PepsiCo’s decision to maintain both traditional and naturally colored product lines provides three key benefits, according to Cian:
- It prevents alienating core consumers who prefer the original products
- It allows portfolio segmentation for different consumption occasions
- It provides a valuable market test without forcing adoption
Broader Industry Context: The Clean Label Movement
PepsiCo’s move is part of a broader clean label movement sweeping the food industry. When the Pepsi-Cola Company was founded in 1902, the absence of artificial dyes was actually a point of pride.
The company marketed Pepsi as “The Original Pure Food Drink” to differentiate the cola from rivals that used lead, arsenic, and other toxins as food colorants before the U.S. banned them in 1906.
Over time, synthetic dyes won over food companies because they were vibrant, consistent, and cheaper than natural colors. Now, the industry is coming full circle as consumers demand cleaner ingredients.
Other Companies Following Suit
PepsiCo isn’t alone in this transition. In April 2025, Kraft Heinz announced that it would begin phasing out food coloring from its products and would not introduce any new products containing artificial dyes.
The International Food Information Council reports that 63% of consumers say they try to choose foods made with clean ingredients, and 64% try to avoid artificial colors when possible.
| Company | Products Affected | Timeline | Natural Alternatives |
| PepsiCo | Doritos, Cheetos, Gatorade, Mountain Dew | Multi-year process starting December 2025 | Paprika, turmeric, purple sweet potatoes, carrots |
| Kraft Heinz | Mac & Cheese, other products | Phased approach starting April 2025 | Paprika, annatto, turmeric |
| US Ice Cream Makers | Various ice cream products | Complete by 2028 | Fruit and vegetable extracts, spirulina |
Expert Opinions on the Significance
Nutritionists and food industry experts have mixed opinions on the significance of removing artificial colors.
While some applaud the move toward more natural ingredients, others note that the reformulated products may still be highly processed foods with concerns beyond just artificial colors.
Marion Nestle, professor emerita of nutrition, food studies, and public health at New York University, has previously commented on similar industry shifts: “It’s a step in the right direction, but these are still fundamentally processed foods. The color change doesn’t make them healthy foods.”
Marketing experts like Cian view this as a significant branding challenge. “The iconic orange color of Doritos and Cheetos isn’t just visual; it’s deeply embedded in consumers’ multisensory brand experience,” he noted. “Research demonstrates that color alone accounts for a big part of product acceptance or rejection, and can increase brand recognition by 80%.”
Health Implications of Artificial Dyes
The health implications of artificial food dyes have been debated for decades. Some studies suggest links between synthetic dyes and neurobehavioral problems in children, particularly those with existing attention disorders.
A 2021 California Office of Environmental Health Hazard Assessment report found that synthetic food dyes can cause or exacerbate adverse neurobehavioral effects in some children.
However, the FDA has maintained that most approved synthetic dyes are safe at current consumption levels. The agency requires rigorous testing of artificial colors before approval and continues to monitor their safety.
Benefits of Natural Colors
- Derived from food sources like fruits, vegetables, and spices
- Less likely to cause allergic reactions or sensitivity
- Often contain beneficial plant compounds
- Meet growing consumer demand for clean labels
- Avoid potential health concerns associated with synthetic dyes
Challenges with Natural Colors
- Less vibrant and consistent than synthetic dyes
- Often more expensive than artificial alternatives
- May have shorter shelf life and stability issues
- Can affect the flavor profiles of products
- Limited color palette compared to synthetic options
The Future of Food Coloring
As PepsiCo navigates this transition, the food industry is watching closely. The move toward natural colors represents a significant shift in how major food companies approach product formulation and consumer preferences.
While the bright orange dust of Cheetos and Doritos has become iconic, the future may belong to more subdued, naturally colored versions of these beloved snacks.
The success of PepsiCo’s initiative will likely depend on whether consumers embrace the naturally colored alternatives and whether the company can maintain the flavor profiles that made these snacks popular in the first place.
As Grzeda noted, the goal is to create products that don’t force consumers to choose between natural colors and familiar flavors.
For now, consumers will have choices as both traditional and naturally colored versions remain on store shelves. This parallel approach allows PepsiCo to test the market while giving consumers time to adjust to the new look of their favorite snacks.
Frequently Asked Questions About PepsiCo’s Artificial Flavor Removal
Will the naturally colored Doritos and Cheetos taste the same?
According to PepsiCo, the new Simply NKD versions will maintain the same flavor profiles as the original products. The company has stated that extensive testing has been conducted to ensure the natural colorings don’t affect the taste consumers expect.
When will other PepsiCo products transition to natural colors?
PepsiCo has described this as a multi-year process. After Tostitos and Lay’s make the transition later this year, other products will follow. The company hasn’t committed to the Trump administration’s goal of phasing out petroleum-based synthetic dyes by the end of 2026.
Will naturally colored products cost more?
Natural colors typically cost more than synthetic alternatives, which could potentially affect product pricing. PepsiCo has not specifically addressed whether the Simply NKD line will be priced differently from traditional products.
Are artificial colors dangerous to health?
The FDA has approved several artificial colors as safe for consumption, though some studies suggest potential links to behavioral issues in sensitive children. One synthetic dye, Red 3, was recently banned due to concerns about cancer in animal studies. Research on the health effects of artificial colors is ongoing.
