PepsiCo has announced an accelerated plan to remove artificial colours from its popular snack and drink brands, including Cheetos, Doritos, Mountain Dew and Gatorade. The move comes as US consumers increasingly reject synthetic dyes, with 40 per cent of the company's American products still containing them.
The multi-year transition involves sourcing natural alternatives, consumer trials, and awaiting US Food and Drug Administration approval. Chris Coleman, PepsiCo's senior director for food research and development, said the company is experimenting with ingredients like paprika, turmeric, and purple sweet potatoes to replicate the bright reds and oranges of products such as Flamin' Hot Cheetos and Mountain Dew.
Damien Browne, vice president of research and development for PepsiCo's beverage division, noted that colour is critical for consumer recognition, particularly for Gatorade. 'We eat with our eyes,' he said. The company plans to launch naturally dyed Tostitos and Lay's chips later this year, with dips following early next year.
PepsiCo has not committed to the Trump administration's 2026 target for eliminating petroleum-based synthetic dyes. Amanda Grzeda, senior director of global sensory and consumer experience, said consumer demand, fuelled by social media, has grown from a 'whisper' in the early 2000s to a 'roar'. More than half of consumers surveyed in a recent internal study said they were trying to reduce artificial dye consumption.
