*Major food companies are moving away from artificial dyes in response to growing consumer demand for natural ingredients.
PepsiCo, for example, is reformulating its snacks to eliminate synthetic colors like Red No. 40 and Yellow No. 6, replacing them with natural alternatives such as tomato powder and red chile pepper, Bloomberg reports. The brand recently launched its latest potato chip flavor, Simply Ruffles Hot & Spicy, in North American grocery stores. The new seasoning offers a bold kick without the signature fiery red hue. Unlike the vibrant Ruffles Flamin’ Hot chips, the Hot & Spicy chips feature an orange tint with speckled spices.
The move away from artificial dyes is driven by health concerns, including links to hyperactivity in children and potential cancer risks. The FDA recently banned Red No. 3, effective in 2027, reinforcing the urgency for companies to find safer color solutions.
In a statement, the agency explained that FD&C Red No. 3 is a synthetic dye used to give foods and drinks a bright, cherry-red color. According to FDA estimates, it is less widely used in food and drugs compared to other certified colors, based on third-party labeling databases, manufacturers’ websites, public records, and FDA certification data. The dye has primarily been used in products such as candy, cakes, cookies, frozen desserts, frostings, and certain ingested drugs. Manufacturers must reformulate products containing FD&C Red No. 3 by January 15, 2027, for food items and January 18, 2028, for ingested drugs.
During a recent conference call with investors, PepsiCo’s chief executive officer Ramon Laguarta said PepsiCo is aiming to meet consumer demand for more natural products. “There’s a higher level of awareness in general of American consumers toward health and wellness,” he said.
PepsiCo’s Simply brand, free from artificial dyes since 2013, is gaining attention as the company accelerates its reformulation efforts. Other brands like Doritos and Cheetos are also in transition, though the process is challenging. Natural colors are less stable, can affect taste, and require a more complex supply chain than synthetic dyes.
“It’s really, really hard to reformulate existing products,” said Ian Puddephat, vice president of research and development for food ingredients at PepsiCoPuddephat. He noted that consumers “are very good at noticing very small changes.”
Despite the difficulties, the food industry is increasingly prioritizing health-conscious consumers. With synthetic colors under growing scrutiny, snack makers are adjusting their recipes, signaling a broader trend toward cleaner, more natural ingredients in processed foods.
At a recent food industry conference in Orlando, Conagra Brands Inc.—the company behind Slim Jim, Duncan Hines, and Birds Eye—announced that 92% of its products are free of synthetic dyes.
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