In a significant shift for the snack food aisle, two iconic brands are undergoing a major transformation. PepsiCo has announced it is launching new, toned-down versions of its bright orange Doritos and Cheetos, completely free from artificial colours and flavours.
The Simply NKD Launch
The new product lines, named Doritos Simply NKD and Cheetos Simply NKD, are scheduled to hit store shelves across the UK on 1st December. This move is part of a broader, accelerated transition by the food and beverage giant to use natural colours in its products, a plan it first announced in April.
According to the company, around 40% of its U.S. products currently contain synthetic dyes, highlighting the scale of this reformulation effort. Consumers should not expect colourless snacks, however. The new versions will simply feature a lighter, more natural hue, similar to a standard tortilla chip.
Regulatory Pressure and Industry Shift
PepsiCo is not alone in this endeavour. The decision reflects a wider industry trend, with other major players like Kraft Heinz and General Mills making similar pledges. This shift is largely driven by mounting pressure from regulators and health officials.
In the United States, Health Secretary Robert F. Kennedy Jr. is actively urging companies to eliminate synthetic food dyes by next year. Individual states are also taking a stand; Texas recently passed a law requiring warning labels for foods containing artificial ingredients, while others are moving to outright ban or restrict synthetic dyes.
Flavour Without the Additives
While PepsiCo has sold Simply brand Doritos and Cheetos without artificial dyes since 2002, those products were not designed to mimic the original's taste. The new Simply NKD versions are engineered to taste like the originals but with a cleaner ingredient list.
A key difference is the removal of petroleum-based dyes. Furthermore, the ingredient lists are shorter. For instance, the new Simply NKD Doritos and Cheetos do not contain the flavour-enhancing additives disodium inosinate and disodium guanylate, which are present in the original recipes.
“We’re turning expectations upside down — removing artificial colours, not the flavour — and proving that unforgettable taste can be colorless,” said Rachel Ferdinando, the CEO of PepsiCo Foods U.S., in a statement.
The Simply NKD line will include popular flavours such as Cool Ranch Doritos and Flamin' Hot Cheetos. Crucially, the company has confirmed that the new, more natural chips will cost the same as the original varieties, and the classic versions will remain available for purchase.
