In a major move for snack fans and ingredient-conscious consumers alike, PepsiCo has announced it will begin removing petroleum-based synthetic dyes and artificial flavours from its popular snack brands, including Doritos and Cheetos. The shift comes as the U.S. food industry faces growing pressure from regulators and shoppers to embrace simpler, cleaner ingredient lists.
What’s changing?
PepsiCo has said that it plans to offer versions of Doritos and Cheetos that do not contain artificial colours or flavours, and that it is accelerating its broader phase-out of synthetic dyes across its snack portfolio.
For example, the company already offers some products under its “Simply” line without artificial colours or flavours, and now it will expand this to more of its mainstream items.
The regulatory backdrop is important here: the Food and Drug Administration (FDA) and U.S. Department of Health and Human Services (HHS) announced that they will phase out petroleum-based synthetic colour additives — such as FD&C Red 40, Yellow 5, Yellow 6, Blue 1, Blue 2, and Green 3 — from the U.S. food supply.
PepsiCo’s CEO, Ramon Laguarta, has said that more than 60 % of the company’s U.S. portfolio is already free of artificial colours, and that the new reformulations, label changes, and ingredient shifts will continue in the next few years.
Why it matters
Removing synthetic food dyes is a significant step for a number of reasons:
Health and consumer perception: Some artificial colours have been linked to behavioural issues in children (such as hyperactivity) and have raised concerns about long-term effects. While the industry contends the approved dyes are safe when used properly, regulatory bodies and some researchers argue that switching away can offer better consumer peace of mind.
Ingredient transparency and “clean label” trends: Consumers increasingly look for simpler, more natural ingredients in their packaged foods. By reducing artificial additives, snack companies respond to those demands and may gain favour among health-minded shoppers.
Regulatory alignment: With the FDA/HHS pushing for the phase-out of synthetic dyes, companies like PepsiCo feel the need to get ahead of the curve and adjust product lines proactively rather than wait for mandatory bans.
What’s next – and what to expect
PepsiCo’s reformulation process is not instantaneous — switching out synthetic dyes for natural colour alternatives involves significant product science, supply-chain adjustments, and consumer-taste testing. For example, the company is experimenting with natural ingredients like paprika, turmeric, purple sweet potato, carrots, carob powder, and vegetable juice as replacements for synthetic hues in snacks and beverages.
The company intends to:
Relaunch brands like Lay’s and Tostitos with no artificial colours or flavours by the end of 2025.
Introduce Doritos and Cheetos extensions that are free of artificial colours and flavours, while continuing to maintain the iconic flavours consumers expect.
Ensure that taste, texture, colour consistency, shelf life and cost remain competitive. Reformulation typically takes two-to-three years for a product of this scale.
What this means for snack lovers
If you’re a snack lover, here are things to keep in mind:
In the coming months you’ll start seeing packaging updates and new formulations of your favourite chips. The changes may first appear in select markets or limited editions before full rollout.
While the colour of the snack might look slightly different (natural pigments may differ in hue compared to synthetic dyes), PepsiCo is emphasising that flavour consistency will be maintained.
Product pricing likely won’t change just because of the reformulation, though snack companies may opt to charge more for “clean‐label” lines — but PepsiCo seems committed to keeping the mainstream pricing accessible.
If you’re ingredient conscious, you’ll have greater choice and transparency. PepsiCo’s shift reflects a broader market move toward cleaner snacks, so your snack-time guilt may be lowered a notch.
Final word
This move by PepsiCo is a promising development for those concerned about artificial additives in processed foods. While the full transition will take time, the company is signalling that it prioritises ingredient quality, regulatory alignment, and consumer demand. As one of the largest snack makers in the world, its actions may ripple across the industry — meaning that soon, snacks might not just taste good, they’ll also come with fewer synthetic extras.
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Sources:
“Doritos and Cheetos are getting a makeover with ingredient change.” The Independent.
“PepsiCo to launch Cheetos and Doritos versions without artificial colours, flavours.” Food Dive.
“PepsiCo snacks to be free from artificial colours by the end of 2025.” Snack & Bakery.
“These are the 6 food dyes the FDA wants to phase out.” CBS News.
“How PepsiCo is working to remove artificial dyes from products.” FastCompany.