Snack makers ditching artificial dyes as demand for cleaner ingredients grow

• Major snack manufacturers are reformulating products to remove artificial coloring, such as Red No. 40 and Yellow No. 6, in response to consumer demand for cleaner ingredients. PepsiCo’s Simply Ruffles Hot & Spicy chips, launched on March 3, exemplify this trend with no artificial colors or flavors.
• The U.S. Food and Drug Administration (FDA) recently revoked the use of Red No. 3 in food and ingested drugs due to health concerns, driving policy changes.
• Other brands, including Kellogg’s, Heinz, and General Mills, are also adjusting their products to meet consumer expectations for natural ingredients.

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Major snack manufacturers are giving their products a natural glow-up, removing artificial coloring like Red No. 40 and Yellow No. 6. As consumers push for simpler, cleaner ingredients, companies are responding with reformulated products.

PepsiCo joins the shift

Bloomberg reports that PepsiCo is the latest company to make a change with Simply Ruffles Hot & Spicy chips, which hit North American shelves on March 3. Like other chips in the Simply line, the new product contains no artificial colors or flavors.

Most spicy chips are artificially dyed, but as Bloomberg reports, the Simply Ruffles are beige, unlike the bright red hue of their Flamin’ Hot counterparts.

Why are spicy chips dyed?

Dyeing spicy chips serves multiple purposes. One reason is brand recognition—a signature shade of red is often associated with heat and spice, making products stand out on shelves.

Artificial coloring also plays into the psychology of food marketing by enhancing the sensory experience. Consumers often associate vibrant colors with stronger flavors, influencing their perception of spice levels.

Despite the appeal of artificial colors, concerns over their safety have grown. The U.S. Food and Drug Administration (FDA) revoked the use of Red No. 3 in food and ingested drugs in January, one of Former President Joe Biden’s final regulatory moves.

Health concerns lead to policy changes

The decision was based on the Delaney Clause, a 1958 provision in the Federal Food, Drug, and Cosmetic Act that bans any food additive linked to cancer in humans or animals. A 2022 color additive petition pushed the FDA to reassess Red No. 3 after two studies found cancer in lab rats exposed to high levels of the dye.

While other artificial dyes have also raised health concerns, many remain legal and widely used in processed foods.

More brands follow the clean-label trend

Other food companies are responding to consumer demand by removing artificial ingredients or launching natural alternatives to existing products.

• Kellogg’s pledged to eliminate artificial colors and flavors from its cereals by 2018. However, cereals like Froot Loops and Apple Jacks still contain synthetic dyes, sparking backlash from consumers pushing for change.
• Heinz reformulated Kraft Mac & Cheese, quietly removing artificial flavors, preservatives, and dyes. The brand now uses turmeric and paprika for color, making the change so seamless that many consumers didn’t even notice.
• General Mills removed artificial dyes from Trix, replacing them with fruit and vegetable-based colors. However, due to consumer demand, the company later reintroduced some synthetic dyes to match the original cereal’s bright colors.

Robert F. Kennedy Jr. calls for further regulation

Health and Human Services Secretary Robert F. Kennedy Jr. has been a vocal opponent of synthetic food dyes. He advocates for their removal, citing potential health risks, especially in children.

However, removing artificial dyes is not a simple process.

Ian Puddephat, PepsiCo’s vice president of research and development for food ingredients, told Bloomberg that it typically takes 12 to 18 months to develop a new chip flavor and get it on store shelves. Reformulating products to remove artificial dyes can take even longer as companies work to match the original color and taste without synthetic ingredients.

The future of food coloring

As more brands move toward cleaner labels, the future of artificial dyes remains uncertain. With the FDA’s latest ban on Red No. 3 and growing pressure from health-conscious consumers, companies may continue to phase out synthetic colors in favor of natural alternatives.

For now, it’s clear that major food brands are paying attention—and making changes to meet shifting consumer expectations.