PepsiCo faces a formidable challenge in reformulating its iconic lineup—from Gatorade's vibrant hues to Cheetos' fiery orange—without relying on synthetic dyes that U.S. consumers are increasingly shunning. The company, which owns brands like Doritos, Mountain Dew, and Cap'n Crunch, announced in April an accelerated transition to natural colourants across its portfolio. Currently, about 40% of its U.S. products contain artificial dyes, but the overhaul is proving complex, involving years of research, testing, and regulatory hurdles. PepsiCo has not pledged to meet the Trump administration's 2026 deadline for phasing out petroleum-based synthetics, prioritising consumer satisfaction over speed.
The transition echoes a broader industry reckoning with artificial additives, driven by health concerns and evolving tastes. Synthetic dyes, once prized for their stability and affordability, have faced scrutiny from studies linking them to potential neurobehavioural issues in children, though the FDA deems most safe. States like West Virginia and Arizona have banned them in school lunches, but PepsiCo executives argue consumer demand—not mandates—is the primary catalyst. "Consumers are definitely leading," said Damien Browne, vice president of research and development for PepsiCo's beverage division. The company is navigating this shift carefully, ensuring new formulations maintain the visual appeal that defines its products, as "we eat with our eyes," Browne noted.
PepsiCo's process is meticulous, often spanning two to three years per product. In labs in Plano, Texas, and Valhalla, New York, scientists experiment with natural alternatives like paprika and turmeric for Cheetos' bold reds and oranges, or purple sweet potatoes and specialised carrots for sodas like Cherry 7Up. For Tostitos Salsa Verde, the former blend of Yellow 5, Yellow 6, Red 40, and Blue 1 is being replaced with carob powder, requiring recipe tweaks to preserve flavour. Supply chain stability, shelf-life testing, and manufacturing compatibility are key hurdles, alongside consumer panels that scrutinise prototypes for taste and texture. Packaging redesigns are also underway to highlight the changes.
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The roots of this pivot trace back over two decades, when early signals of dye aversion prompted launches like the dye-free Simply Cheetos in 2002 and organic Gatorade in 2016. What began as whispers has amplified into a "roar", fuelled by social media and ingredient transparency demands. An internal PepsiCo study found over half of surveyed consumers aiming to cut artificial dyes. Yet, challenges persist: natural colours can be pricier and less consistent, leading to a 2023 dip in sales for "clean label" products amid inflation. Consumer Susan Mazur-Stommen, testing Simply Cheetos Puffs, noted a noticeable texture and colour difference, preferring the original despite supporting the shift.
Regulatory support is accelerating, with the FDA fast-tracking natural additives. Recent approvals include algae-derived blue in May and gardenia blue in July, following the January ban on cancer-linked Red 3 and a proposed Orange B prohibition. Six synthetics remain approved, including ubiquitous Red 40 in nearly 26,000 items. PepsiCo's Chris Coleman, senior director for North America food R&D, emphasised balancing science with perception: "We're not going to launch a product that the consumer's not going to enjoy." Initial rollouts include naturally dyed Tostitos and Lay's chips by year-end, with dips following in early 2026.
As PepsiCo—which traces its origins to 1902 as "The Original Pure Food Drink", free of toxins like lead and arsenic—circles back to natural roots, the stakes are high. Success could bolster its $91 billion empire amid clean-eating trends, but missteps risk alienating loyalists. With 40% of products still synthetic-dependent, the multi-year journey tests innovation against nostalgia in a market where colour sells as much as flavour.
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