Who is getting rid of Red 40? Major brands and regulatory changes

October 5, 2025 •

3 min read

In a significant market shift, a growing number of major food companies are voluntarily removing Red 40 and other artificial color additives from their products. This widespread industry change is largely a response to evolving consumer demands for cleaner ingredients and increased regulatory pressure from entities like the U.S. Food and Drug Administration (FDA).

Quick Summary

Several major food and beverage companies, including Kraft Heinz, General Mills, and PepsiCo, are phasing out artificial dyes, including Red 40. This is in response to regulatory pressure, consumer preferences for clean labels, and health concerns, with some brands aiming for completion as early as the end of 2025.

Key Points

Industry-Wide Change: Numerous major food companies, including Kraft Heinz, General Mills, and Walmart, are voluntarily removing Red 40 from their products.
Driving Factors: This shift is driven by increased consumer demand for 'clean label' products, health concerns regarding artificial dyes, and regulatory pressure.
Role of Regulation: While the FDA is promoting voluntary changes and approving natural alternatives, state-level legislation, like California's 2024 law, has accelerated the move away from synthetic dyes.
Natural Alternatives: Manufacturers are using natural alternatives like beetroot, paprika, and carmine to achieve similar color profiles in their reformulated products.
Impact on Consumers: Consumers can expect to see an increasing number of dye-free options and potentially less vibrant colors in some reformulated products, making label-checking crucial for avoidance.

A Mass Exodus of Artificial Dyes

Major companies across the food and beverage industry are actively phasing out Red 40, a synthetic color additive, due to a confluence of consumer, corporate, and governmental pressures. In 2025, Health and Human Services (HHS) Secretary Robert F. Kennedy, Jr. announced a plan to phase out several petroleum-based synthetic dyes, prompting widespread industry action. While the FDA, which regulates these additives, considers Red 40 safe within established limits, the move reflects a broader trend toward cleaner labels and greater transparency. The FDA is not imposing an outright ban but instead relying on voluntary commitments from manufacturers, while also authorizing new natural color additives to facilitate the transition.

Key Companies and Their Red 40 Commitments

Numerous major food companies have committed to removing artificial dyes from their products. These commitments vary in scope and timeline.

Tyson Foods: Eliminated synthetic dyes by May 2025.
PepsiCo: Plans to remove artificial colors from Lay's and Tostitos by the end of 2025, with a larger portfolio transition planned.
Walmart: Removing artificial dyes from U.S. private-brand food and beverage products by the end of 2027.
General Mills: Phasing out certified color additives from U.S. cereals and K-12 school foods by summer 2026, and the full U.S. retail portfolio by the end of 2027.
Kraft Heinz: Committing to eliminate certified color additives from brands like Kool-Aid and Jell-O by the end of 2027.
Hershey Company: Plans to remove synthetic dyes from snacks by the end of 2027.
WK Kellogg Co: Removing artificial colors from cereals, including Froot Loops and Apple Jacks, by the end of 2027.
Nestlé USA: Aims to eliminate certified color additives from its U.S. food and beverage portfolio by mid-2026.
In-N-Out Burger: Removing artificial colors, including Red 40, from strawberry shakes and pink lemonade.
International Dairy Foods Association (IDFA): Pledged to remove seven artificial food dyes by 2028.

Reasons Behind the Shift Away from Red 40

Several factors are fueling this widespread abandonment of Red 40 and other synthetic colorings:

Consumer Demand: Growing consumer demand, especially from parents, for simpler ingredient lists, driven by concerns over potential links between artificial dyes and hyperactivity in children.
Regulatory Pressure: Influence from regulatory actions at both state and federal levels. A 2024 California law banning Red 40 and other dyes from public schools by 2028 prompted national brands to reformulate.
Reputation Management: Companies aim to protect their brand image and gain a competitive advantage by aligning with consumer preferences for 'natural' or 'dye-free' products.
Precautionary Principle: Many companies remove the ingredient as a low-cost measure to mitigate potential future risks and align with European standards.

Natural Alternatives to Red 40

The move away from synthetic dyes has led to increased use of natural food colorings from plant and animal sources.


Natural Alternative	Source	Common Uses	Color Profile	Stability	Considerations
Beetroot	Beets	Beverages, sweets, baked goods	Bright pink to dark red	Heat-sensitive	Can impart an earthy flavor
Paprika Oleoresin	Paprika peppers	Snacks, sauces, seasonings	Orange-red	Stable	Flavor can be peppery
Annatto	Annatto seeds	Cheeses, snacks, cereals	Yellow to orange-red	Stable	Can be sensitive to light
Carmine	Cochineal insects	Drinks, candies, yogurts	Bright red, pink	Very stable	Not vegan or kosher
Anthocyanins	Purple sweet potatoes, radishes, red cabbage, berries	Drinks, confections, jams	Red, pink, blue, purple	pH-sensitive	Color changes with acidity

What This Means for Consumers

Consumers are seeing more dye-free options, though some products may have less vibrant colors. Checking ingredient labels remains important as the transition is ongoing and some brands may still offer products with synthetic dyes. This trend signifies a move towards cleaner ingredients driven by consumer demand and regulatory influence.

Conclusion

The decline of Red 40 is a result of combined consumer pressure, state regulations, and voluntary corporate commitments. Major manufacturers are reformulating products and favoring natural alternatives, driven by public perception and market demand. This collective action is transforming the food industry, leading to more clean-label products.

Frequently Asked Questions

No, Red 40 is not currently banned by the FDA in the United States. However, in 2025, Health and Human Services Secretary Robert F. Kennedy, Jr. announced a plan to phase out several synthetic dyes, and the FDA is encouraging voluntary removal by companies while expediting the approval of natural alternatives.

Many large food manufacturers have made public commitments, including Kraft Heinz, General Mills, PepsiCo, Walmart (for private brands), Nestlé, Tyson Foods, and Hershey Company. Deadlines for the transition vary by company and product.

Companies are removing Red 40 primarily due to consumer demand for cleaner ingredients, mounting regulatory pressure, and the desire to improve brand image. Health concerns, particularly regarding hyperactivity in children, are also a major motivating factor.

Natural alternatives include beetroot juice, paprika oleoresin, anthocyanins from sources like red cabbage and purple sweet potatoes, and carmine (from cochineal insects). The choice of alternative depends on the food product and desired color.

In most cases, the removal of Red 40 and replacement with natural alternatives is not expected to significantly alter the flavor of a product. However, some natural colorants, like beetroot, can impart a subtle flavor if used in high concentrations.

Red 3 was effectively banned for food use by the FDA in 2025 due to studies linking it to cancer in laboratory rats. Red 40 remains legal but is under increasing scrutiny and is being phased out by many companies in response to consumer trends and behavioral studies.

Yes, products containing Red 40 are still widely available. The phased removal by manufacturers means it will take time for all products to be reformulated. Consumers should always check ingredient labels to verify whether a product contains synthetic food dyes.