Companies are abandoning synthetic dyes not because of fashion, but under pressure from consumers and regulators. According to a Consumer Reports survey from March 2026, 72% of American adults are at least somewhat concerned about the health effects of artificial dyes. Studies link them to allergies and hyperactivity in children. PepsiCo was the first to release a fully colorless line, Simply NKD — Cheetos and Doritos chips without dyes or artificial flavors. In the first month, sales reached 3 million dollars.
Matt Ingemi, director of strategy at Jel Sert, explains the choice: natural dyes from algae and plants are expensive, unstable, and quickly lose color on the shelf. It's simpler to remove the hue altogether and leave bright pictures on the packaging. "We'll make it fun," he says. Already, colorless Otter Pops based on apple juice sit next to the familiar colored ones.
Consumers are getting used to it. Parker Alford from Florida bought the new fries for her three sons: the children were initially surprised by "just ice," but the taste didn't disappoint. Marketing professor Yu Ma from McGill University notes that in an era of health consciousness, a pale color can signal "purity" and naturalness, not a defect. For familiar products like chips, this works if the brand positions itself as "better for you."
Regulators are increasing pressure. The FDA is tracking companies' promises to remove synthetic dyes by the end of 2027. Requirements are also appearing in school breakfasts and lunches. Emma Allen-Verco from the University of Guelph, who studies the gut microbiome, confirms that azo dyes can break down in the intestine into toxic substances. She considers the removal of dyes a correct step and calls for going further — removing other artificial additives as well.
When color ceases to be part of the taste, food becomes more honest — and this changes our attitude toward what we put in our mouths every day.
