The Trump administration’s push to eliminate artificial dyes from American food is delivering real results, with major corporations like PepsiCo now reformulating iconic brands to meet health-conscious demands.
At a Glance
- PepsiCo launches dye-free Cheetos and Doritos under the “Simply NKD” line starting December 1, 2025.
- The Trump administration and Health Secretary RFK Jr. are pressuring the food industry to phase out synthetic dyes by the end of 2026.
- Artificial dyes offer no nutritional value and face health concerns from critics and conservative health advocates.
- Major food companies are expanding consumer choice with healthier product options across multiple brands.
PepsiCo Responds to Consumer and Government Pressure
PepsiCo is taking decisive action by introducing colorless versions of Cheetos and Doritos under its new “Simply NKD” line, rolling out nationwide on December 1.
The reformulated snacks maintain identical taste profiles to traditional versions while eliminating artificial dyes entirely. Doritos Simply NKD will offer nacho cheese and Cool Ranch flavors, while dye-free Cheetos come in puffs and Flamin’ Hot varieties. This move reflects growing consumer demand for transparency and healthier ingredient lists in everyday products.
Hear ye, hear ye! Introducing Doritos and Cheetos SIMPLY NKD, now made with no dyes or artificial flavors. Available for pre-order now. pic.twitter.com/V3ljWcZJgv
— Doritos (@Doritos) November 13, 2025
Trump Administration Drives Food Industry Reform
Health Secretary Robert F. Kennedy Jr. has spearheaded the administration’s initiative to eliminate synthetic colors from the American food supply, asking the industry to phase out artificial dyes by the end of 2026. This represents a significant shift toward protecting public health and consumer choice.
Critics have long argued that synthetic dyes add no nutritional value and pose potential health risks. Several states are implementing outright bans or labeling restrictions, creating additional pressure on manufacturers to reformulate products and prioritize consumer well-being over profit margins.
The Challenge of Consumer Preference and Market Performance
Despite growing health awareness, food companies face a persistent challenge: consumers historically respond more positively to brightly colored products. Major food giants attempted similar reformulations a decade ago but backpedaled after products with natural dyes underperformed commercially.
PepsiCo’s strategy reflects this reality by offering dye-free options as additions rather than replacements, allowing consumers to choose based on their preferences. CEO Rachel Ferdinando emphasized that the NKD line expands choices while protecting iconic brands, stating, “More choices, same flavor, same brand power.”
Broader Industry Transformation Underway
PepsiCo’s commitment extends beyond snacks, with plans to launch Pepsi Prebiotic Cola and lower-sugar Gatorade within the next two months. This comprehensive approach demonstrates how the Trump administration’s health-focused policies are reshaping corporate priorities across the food industry.
Companies are recognizing that offering healthier alternatives without sacrificing taste or brand identity represents both a moral imperative and a business opportunity. The shift signals that American consumers increasingly demand transparency, better ingredients, and genuine health considerations in their daily food choices.
