PepsiCo Tries to Go Colorful Without Artificial Dyes

PepsiCo is the company behind Lay’s, Cheetos, Gatorade, Doritos, and Mountain Dew, is working on a major change making its foods and drinks colourful without using artificial dyes. The shift reflects growing consumer demand for natural ingredients and the rejection of petroleum-based synthetic colours.

When Pepsi Cola was founded in 1902, it proudly marketed itself as “The Original Pure Food Drink,” free from the toxic dyes commonly used at the time. But over the decades, synthetic dyes became popular in the food industry because they were cheaper, brighter, and more stable. Today, about 40% of PepsiCo’s US products still contain artificial colours.

Moving Toward Natural Alternatives
PepsiCo announced that it will speed up its transition to natural colours. The process is not simple—it requires finding safe, stable ingredients that don’t alter taste or texture. Each product shift can take two to three years and involves testing, consumer trials, and even redesigning packaging.

The company is experimenting with natural ingredients like paprika and turmeric for Cheetos, purple sweet potatoes and carrots for drinks like Mountain Dew, and carob powder to replace synthetic dyes in salsa. Tostitos and Lay’s are set to be the first brands on shelves with natural colouring by the end of the year.

Consumer Pressure and FDA Approval
Consumer demand for dye-free foods has grown sharply. More than half of PepsiCo’s surveyed customers said they try to avoid artificial colours. Social media has also amplified this trend, turning what began as a small concern in the early 2000s into a strong push for change.

The US Food and Drug Administration (FDA) is responding by approving more natural alternatives. Recently, it cleared natural blue shades from algae and gardenia flowers while banning some synthetic dyes linked to health risks. Still, six petroleum-based colours remain approved and widely used.

Balancing Science, Perception, and Taste
Though decades of research show synthetic dyes are safe, PepsiCo acknowledges that consumer perception matters. Many buyers equate natural colours with healthier products, even if science says otherwise. The challenge is ensuring that natural alternatives don’t affect flavour, texture, or price. Some consumers have already noticed differences such as Simply Cheetos Puffs, which taste different and look less vibrant compared to the original.

PepsiCo faces a careful balancing act: keeping its snacks and drinks colourful and appealing while removing artificial dyes. It must satisfy health conscious consumers without alienating those who prefer the original look and taste. As PepsiCo’s senior team puts it, the company doesn’t want customers to choose between natural colours and the flavours they love. Instead, it aims to use science and innovation to make both possible.