The US phase-out of artificial food colors is rapidly changing the landscape of the food and beverage industry, with CPG companies not only removing the dyes, but also shouting their accomplishment in doing so from the rooftops.
A recent survey from the International Food Information Council (IFIC) revealed that more than three in five (61%) Americans believe natural food additives are safer than synthetic, and fewer than half (46%) believe food additives are carefully studied and regulated for safety.
More than two-thirds (67%) said they are concerned about synthetic food colors, IFIC noted.
State and federal laws banning petroleum-based dyes are sweeping the nation, following HHS’ announced plans to rid food products of the colorants in 2025.
FDA is tracking companies that pledged to remove petroleum-based colorants from the food supply, with the most recent update on Aug. 11 showing that most are still in progress.
“Parents and doctors have concerns about petroleum-based food dyes, which have no nutritional benefit,” said Former FDA Commissioner Marty Makary. “Given the epidemic we face of childhood diabetes, obesity, depression and ADHD, it’s common sense to work together to remove these chemicals as part of our broader effort to work to improve children’s healthy eating patterns.”
Companies large and small across the food and beverage manufacturing landscape are now lining up to announce new products that are free of food dyes. Some are removing the dyes from existing products, while others are highlighting that their products never contained food dyes in the first place.
Here are a few of the companies following the trend.
Campbell’s cuts dyes
The Campbell’s Co. announced in early August that it has completed the removal of artificial dyes from all of its products.
“While most of our portfolio did not contain FD&C colors, we have now successfully transitioned our two remaining national brands, Lance crackers and V8 Splash, to colors from natural sources,” the company said.
While the company is most well known for its soups, Campbell’s Co.’s regional snack brands – Tom’s, O-ke-Doke, Jay’s, Stella D’oro and Archway – have also transitioned away from artificial dyes, the company said.
Campbell’s said in a press release that it has long used natural colors in many of its products, noting that its experience with natural dyes “has allowed us to quickly and smoothly extend it across our portfolio.”
“For example, for more than 15 years, all Goldfish crackers have used plant-based colors like beet juice concentrate and paprika, and Late July organic tortilla chips have used ingredients like paprika,” the company said.
WK Kellogg ahead of schedule
The breakfast cereal giant announced in early August that it is a full year ahead of schedule in removing petroleum-based dyes from all of its products, which it originally said would be complete by the end of 2027.
The maker of Froot Loops, Apple Jacks, Rice Krispies and more, said its new colorants are to be derived from natural sources, such as fruits and vegetables.
The new artificial color-free versions also come with new packaging that declares “No artificial colors, same great taste.”
“We conducted extensive consumer testing to make sure these recipes deliver the great taste consumers want while maintaining the original rainbow of colors – red, orange, yellow, green, purple and blue – that fans of Froot Loops and other colorful cereals have come to love,” said Doug VanDeVelde, WK Kellogg Co. chief growth officer. “It wasn’t easy, but we identified natural solutions for every color and we’re confident families will love the updated recipes and simplified ingredients without compromising on quality or taste.”
Nestlé reaches a new milestone
WK Kellogg isn’t the only CPG giant announcing it is ahead of schedule in removing dyes from its portfolio.
In mid-June, Nestlé USA announced it had completed the work early in its own clean-colorant efforts.
“In the products where these ingredients were previously used, we removed or replaced them with alternatives – while maintaining the quality, taste and experience consumers expect,” said Nestlé USA CEO Marty Thompson.
The dye removal impacted a wide range of Nestlé products, such as its strawberry-flavored Nesquik drink and more than 20 beverages in the Nestlé Vitality portfolio.
Store brands in the game
Private label brands across the food spectrum also are embracing the dye movement.
St. Louis-based Save A Lot, a regional grocery chain, announced in May that it will continue to innovate its private label brand, following the launch of 100 new store brand products in 2025.
The company plans to remove select artificial dyes from all of its private label products by the end of 2027.
Utz never did, never will
While food and beverage companies that have invested substantial time, money and effort to remove dyes are quick to announce it on their packaging, some food companies are making sure to let consumers know they never used artificial colors.
Utz Brands, Inc., which is being purchased by Intersnack for $2.9 billion, noted in October 2025 that its flagship chip products would, for the first time, begin carrying “No Artificial Colors,” “No Artificial Flavors” and “Only 3 Simple Ingredients” claims.
“These credentials have always been true of our products, but we’re now bringing them forward to make it easier for consumers to see – and appreciate – the better-for-you qualities that define how we make our chips,” the company said.
