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The next time you reach for a favorite cereal, drink, or box of macaroni and cheese, take a closer look. The package may call attention to the artificial colors that are no longer inside, and the food may appear a little different or even cost more.
The shift goes far beyond a handful of products. Food manufacturers and retailers are reformulating a wide range of foods as they move away from certified synthetic colors. The changes could alter how some foods look, what labels say and, in some cases, how much shoppers pay.
“I think we’re going to see a lot of confusion,” said Phil Lempert, a grocery industry analyst and editor of SupermarketGuru.com.
What’s changing in your grocery store
The grocery aisle may start looking a little different as companies reformulate products, Lempert said. Shoppers may notice:
- New package claims: Look for language such as “No Artificial Colors” or “Made Without Certified Synthetic Colors.”
- Different shades: Some foods and drinks may appear less vibrant even when the flavor has not changed.
- Old and new versions: Original and reformulated products may temporarily appear together while older inventory sells through.
- Possible price changes: Alternative colors and added testing can raise manufacturing costs, though not every product will cost more.
- New look, same nutrition facts: Removing artificial dyes does not automatically make a food healthier. Check the ingredient list and nutrition information.
Same taste, different color?
Sally Lyons Wyatt, global executive vice president and chief adviser for consumer goods and foodservice insights at Circana, said shoppers are most likely to notice color changes.
Some reformulated products may appear less vibrant than shoppers are used to, she said.
“If companies don’t impact the taste, then I do believe consumers will be able to bridge that psychological gap,” she said.
Companies are promoting the changes through packaging, store signs, advertisements and social media, Lempert said. Shoppers may still have to compare packages to determine what changed and whether products taste the same.
Why companies are removing artificial food dyes now
The overhaul has been building for years as consumers seek simpler, more understandable ingredient lists.
It has gained speed amid heightened scrutiny of food additives and Health and Human Services Secretary Robert F. Kennedy Jr.’s “Make America Healthy Again” agenda. Manufacturers have announced plans to remove certified synthetic colors, while retailers are adopting their own standards.
Some stores are going beyond their own brands and setting standards for products sold on their shelves. Since May, Target has required cereals sold in its stores to be made without certified synthetic colors.
Sam’s Club said all foods and beverages sold under its Member’s Mark brand meet the company’s “Made Without” standards after removing certified synthetic colors and more than 40 other ingredients. Aldi plans to eliminate additional ingredients from its private-label products by the end of 2027.
Kraft Heinz, General Mills and other companies have also announced reformulation plans, though the trend predates the current political attention.
Kraft Heinz recently introduced Jell-O Simply, a line made without artificial colors or artificial sweeteners, as part of a consumer-driven shift, said Caroline Boulos, the company’s president of hydration, desserts and meals.
Why changing a food’s color is complicated
Replacing a synthetic dye is not always as simple as exchanging one ingredient for another.
A new RTI International report commissioned by the National Confectioners Association found that replacing synthetic dyes can affect far more than a product’s recipe. The transition can involve agricultural production, global sourcing, manufacturing capacity, packaging, storage, shipping and shelf-life testing.
Many alternative colorants come from plants, algae or insects, making their supply more variable and geographically concentrated than synthetic dyes, the report found.
Kraft Heinz uses blind consumer testing when it changes a product’s source of color. Shoppers receive the original and reformulated versions without knowing which is which. Boulos said consumers’ preference for the reformulated version rises sharply after they learn it was made without certified synthetic colors.
Consumer reactions varied by product. Matching familiar Jell-O colors was important because consumers use the product in holiday desserts and recipes. Children were accepting of removing color from Kool-Aid Jammers because the drinks are sold in opaque pouches, Boulos said.
Other companies are testing reformulated products alongside the originals.
PepsiCo introduced “Simply NKD” Doritos and Cheetos without certified synthetic colors rather than immediately replacing the legacy products.
Five Simply NKD Doritos products generated more than $3 million in sales during their first month in stores, according to Circana scanner data included in the RTI report.
Will products without artificial dyes cost more?
Naturally derived color alternatives can be more expensive and harder to obtain in the quantities large manufacturers require.
The RTI report also warned that a rapid industrywide transition could put significant upward pressure on the cost of alternative colorants because agricultural production and processing capacity cannot expand immediately.
Lempert expects some of those costs to reach shoppers.
“We’re going to see higher prices because when you reformulate to get rid of these artificial colors and use more natural substances, that’s going to cost manufacturing more,” he said.
Consumers may accept a modest increase for something they value, Lyons Wyatt said, but a large premium could push a product out of the shopping cart after years of grocery inflation.
Companies may have more success charging extra when reformulation adds another benefit, such as more protein or fiber, rather than asking shoppers to pay more solely because artificial colors were removed.
Does ‘No Artificial Color’ mean healthier?
Circana research shows 60% of consumers examine food packaging, including information on the front and back, Lyons Wyatt said.
“Now people are like, ‘Wait a second, what’s in my food?'” she said.
Consumers trying to avoid artificial ingredients may view dye removal positively. But a product can be free of synthetic dyes and still be high in sugar, sodium or calories.
Original and reformulated versions may briefly appear together while existing inventory sells through. Clear labeling can help shoppers identify reformulated products and understand what changed, Lyons Wyatt said.
Some shoppers will actively seek products without synthetic dyes. Others will continue prioritizing price, taste and familiarity.