11/25/2025
PepsiCo, the parent company of Cheetos and Doritos, recently announced a renovation to its classic chips. “Simply NKD” introduces a new line of stripped-down fan favorites, including Doritos Simply NKD Nacho Cheese, Doritos Simply NKD Cool Ranch, Cheetos Simply NKD Puffs, and Cheetos Simply NKD Flamin’ Hot.
According to PepsiCo, the NKD products were tested and developed in under 8 weeks. The main goal was to remove artificial colors and flavors. The new “cleaner” versions are visually bland, without the iconic red and orange colors. The original classic products will remain on shelves as they have always been, but the release of the new snacks might attract a new population of nutrition-conscious consumers.
Robert Kennedy Jr, the United States Secretary of Health and Human Services, is leading a movement to tighten rules determining which synthetic additives will be allowed on American shelves. Consequently, companies have begun releasing “cleaner” versions of their products, focusing on removing artificial dyes and colors. For example, Kraft Heinz, the company behind Jell-O and Kool-Aid, announced a transition to non-artificial colors in July 2025. Tyson Foods began to remove petroleum-based synthetic dyes from its products in May 2025. These decisions were mostly fueled by the US government’s plan to restrict eight synthetic food dyes from its markets.
Behind the scenes, it is plausible that health companies are working in tandem with food companies to reduce the amount of artificial additives before the US government has to step in with harsh regulations. This extends to restaurant and fast food chains as well.
In-N-Out also announced removing artificial food dyes like Yellow 5 and Red 40, and artificial flavors like artificial vanilla, in May 2025. The franchise is also cutting out preservatives such as calcium propionate. It is transitioning away from sweeteners like high fructose corn syrup, sucralose, and saccharin. Non-dairy oat milk creamer, ketchup with real sugar, and higher-quality oil will be used from now on.
“Make America Healthy Again” (MAHA) is a movement started by Robert F. Kennedy, Jr., head of the US Department of Health and Human Services (HHS). Considering the growing proportion of chronic disease, allergies, and diabetes among Americans, the efforts claim to “build a healthier, stronger America.” He claims that in 4 years, most of the artificial dyes and additives will either be removed or explicitly revealed.
The movement is getting strongly rebutted by the International Association of Color Manufacturers, who claim that the US Food and Drug Administration (FDA), the European Food Safety Authority, and the Joint FAO/WHO Expert Committee on Food Additives have reviewed their products and they provide no risk to consumers.
Some artificial dyes were made from coal processing in the past; currently, many are made from petroleum. They are present in a lot of packaged food seen in supermarkets today, such as candy, frozen desserts, chips, and drinks. Their main purpose is to make food visually more appealing, while adding no nutritional value. In April 2025, the HHS announced its efforts to remove petroleum-based synthetic dyes. They introduced deadlines, revoked authorization of synthetic food colors (Citrus Red No. 2 and Orange B), approved four new natural color additives, and began working with the National Institutes of Health to further research the impact these dyes have on children’s health and development. Some dyes were found to intensify ADHD in children. Several studies suggest that artificial dyes might cause behavioral changes and cancer.
Protests have also been organized to urge companies to abandon the artificial dyes. In October 2024, rallies around the WK Kellogg headquarters in Michigan prompted the company to follow through with its plan to remove artificial dyes from its cereals. Kellogg’s had promised to remove additives from its products by 2018, but did not implement the change in the United States. Currently, Kellogg’s has announced a plan to have all dyes removed by the end of 2027.
The FDA has begun to approve naturally sourced food dyes, such as Galdieria extract blue and butterfly pea flower extract, as alternatives to be used in fruit juices, candy, popsicles, cereals, chips, and more. Although natural dyes are becoming more popular in the industry, the higher cost compared to artificial dyes keeps companies rooted in their ways. Additionally, consumers are attracted to bright, pigmented foods, which credit synthetic dyes for a food manufacturer’s profits.
Although conflicted, many dieticians recommend steering clear of such additives due to the possible harmful effects. Some dietitians have stronger opinions against artificial dyes, while some remain skeptical about the causation between artificial dyes and health and behavioral impacts. However, a common theme is advice against excess consumption. The American Academy of Pediatrics has released a report outlining the harmful effects of artificial dyes on children’s health.