The Industry Responds: A Major Shift Toward Natural Ingredients
For decades, synthetic dyes were a standard part of the food manufacturing process. Cheap, stable, and capable of creating vibrant colors, these artificial additives helped sell everything from breakfast cereals to soft drinks. However, a confluence of growing consumer awareness, scientific studies on health risks, and regulatory actions has led to a significant change. This has prompted a wave of companies to publicly announce their plans for dye removal, prompting the question: what company is removing dyes from food?
Kraft Heinz Commits to Clean Labels
In June 2025, The Kraft Heinz Company announced a major initiative to remove artificial FD&C (Food, Drug & Cosmetic) colors from its remaining U.S. product portfolio before the end of 2027. The announcement highlighted that nearly 90% of its products were already free of these colorants, but for the remaining items like Jell-O and Kool-Aid, the company has mobilized a team to remove or replace the synthetic dyes. This is a continuation of a strategy they initiated years prior, having successfully and quietly removed Yellow 5 and Yellow 6 from their iconic macaroni and cheese in 2016, replacing them with paprika, annatto, and turmeric.
PepsiCo's Natural Dye Makeover
PepsiCo, another food industry giant, has also joined the movement, driven by strong consumer demand. The company began seeing signals from consumers asking for natural ingredients over two decades ago, and that whisper has grown into a roar. In October 2025, PepsiCo confirmed its strategy to phase out artificial dyes from several of its products. This includes transitioning brands like Gatorade and Cheetos to natural color alternatives. Brands such as Lay's and Tostitos are also making the shift, using natural carob powder to achieve desired colors.
Walmart Takes Action on Private Brands
Responding to similar consumer trends, Walmart announced in October 2025 that it would eliminate synthetic dyes and over 30 other additives from its U.S. private-brand food and beverage products by 2027. This decision aligns with the company's focus on private-brand growth and caters to customers seeking cleaner, more transparent ingredients. While reformulating products to use natural dyes presents challenges, Walmart's move is a clear indicator of the retail industry's direction.
Nestle and General Mills Follow Suit
Other major players have also made significant pledges. In June 2025, Nestle USA committed to phasing out synthetic food colors by mid-2026 across its U.S. food and beverage portfolio. Similarly, General Mills has been working to remove certified colors from its K-12 school food products by summer 2026 and eventually from all foods by the end of 2027.
The Health Rationale: Why Are Dyes a Concern?
For many years, consumer advocacy groups like the Center for Science in the Public Interest (CSPI) and health organizations have highlighted potential health risks associated with artificial food dyes. While a comprehensive consensus is still evolving, several key concerns have been consistently raised:
- Behavioral Issues in Children: Numerous studies, including a 2007 University of Southampton study, have linked the consumption of synthetic food dyes to neurobehavioral problems, such as hyperactivity and inattention in children. The European Union has required warning labels on products with certain dyes since 2010, which led many companies to reformulate their products overseas while continuing to use dyes in the U.S..
- Carcinogenic Potential: Certain dyes, most notably Red 3, have been shown to cause cancer in animals. Although the U.S. Food and Drug Administration (FDA) has historically debated the risk to humans, federal action has recently been taken to phase out this and other petroleum-based dyes.
- Allergic Reactions: Dyes like Yellow 5 (Tartrazine) and Yellow 6 (Sunset Yellow) have been known to cause allergic reactions, especially in sensitive individuals.
- Ultra-Processed Food Marker: Since artificial dyes are found exclusively in ultra-processed foods, their presence is a clear indicator that a product is highly processed, which can be linked to chronic diseases like diabetes and obesity.
Natural Alternatives: The Solution to the Color Crisis
The shift away from synthetic dyes relies on an expanding toolkit of natural alternatives. Instead of petroleum-based chemicals, manufacturers are turning to nature for vibrant hues. Some of the most common and effective replacements include:
- Annatto, Turmeric, and Paprika: Used by Kraft Heinz to color its mac and cheese, these plant-based ingredients offer yellow and orange tones.
- Beetroot Powder: Provides a rich red or pink color and is sourced from vegetables.
- Algae Extracts: Blue and green hues can be derived from spirulina and specific algae species.
- Fruit and Vegetable Juices: Extracts from sources like purple carrots, elderberries, and grapes are used for red, purple, and blue shades.
Challenges and the Path Forward
While the industry shift is positive, it is not without challenges. Natural colors can be more expensive than their synthetic counterparts and are sometimes less stable when exposed to light, heat, and pH changes. This means food manufacturers must invest in research and development to create robust formulations. Despite these hurdles, consumer demand for healthier, more transparent ingredients is driving innovation in natural food color technology, promising a future where vibrant foods don't rely on synthetic additives. The removal of these dyes is part of a larger trend toward cleaner labels, benefiting consumers and demonstrating corporate responsibility.
Comparison Table: Artificial vs. Natural Food Dyes
| Feature | Artificial (Synthetic) Food Dyes | Natural Food Dyes |
|---|---|---|
| Source | Petroleum-based chemicals | Plant, fruit, vegetable, or mineral extracts |
| Primary Function | Solely for aesthetic coloring | Aesthetic coloring, may offer nutritional benefits |
| Stability | Very stable, resistant to heat and light | Less stable, can be sensitive to heat, light, and pH |
| Cost | Less expensive to produce | Typically more expensive due to extraction processes |
| Health Concerns | Potential links to hyperactivity, cancer, and allergies | Generally considered safe, less likely to cause adverse reactions |
| Consumer Perception | Seen as a marker of highly processed, less healthy foods | Perceived as healthier, cleaner, and more wholesome |
Conclusion
The proactive decisions by major companies like Kraft Heinz, PepsiCo, and Walmart to phase out artificial food dyes are a clear response to consumer demand for cleaner and more transparent ingredients. This shift, accelerated by regulatory pressures and ongoing health concerns, demonstrates a major turning point in the food industry. By adopting natural alternatives derived from sources like paprika, turmeric, and beetroot, these companies are not just changing recipes; they are embracing a new standard of corporate responsibility and helping to align their products with the nutritional diet goals of modern consumers. While challenges with cost and stability remain, the trend toward natural colorants is a positive step for public health and ingredient transparency.
Center for Science in the Public Interest: Synthetic Food Dyes: A Rainbow of Risks
