Pepsico is immersed in the challenge of maintaining the vibrant and recognizable appearance of iconic products such as Gatorade, Cheetos or Mountain Dew but without resorting to artificial dyes. In a context in which more than 50% of American consumers claim to reduce their consumption of synthetic additives, the company has accelerated its transition to natural ingredients, although without setting a specific deadline.
“We are looking for those small signs that become a collective cry in the future,” Amanda Grzeda, senior director of global sensory experience in Pepsico explains. That signal, a change of perception of dyes, dates back to the early 2000s, but currently has gained strength through social networks activism and the growing regulatory surveillance.
Tostitos and Lay’s will eliminate synthetic dyes in their chips before the end of the year
In April of this year, Pepsico already announced its commitment to accelerate the replacement of synthetic dyes in its food and drink products. But, currently, about 40% of its portfolio in the United States still uses artificial dyes, which implies a complex and prolonged work of reformulation. Some of the first brands to make the transition will be toasts and Lay’s, which will eliminate synthetic dyes in their chips before the end of the year. The sauces and Dips of both lines will follow that path at the beginning of 2026.
Thus, the company ensures that the Pepsico R&D team is working to find natural sources that replicate the visual impact of artificial dyes without affecting the taste, texture or life of the products. In the case of Verde Salsa Tostitos, for example, the original formula used four dyes: Yellow 5, Yellow 6, Red 40 and Blue 1. The new color is now achieved with Carob (Algarroba), although it was necessary to adjust the recipe to not modify its characteristic flavor.
“We eat with our eyes”declares Damien Browne, vice president of research and development in the Division of Pepsico’s drinks. “Colors guide our choices even before trying a product.”
Therefore, among the explored solutions are ingredients such as turmeric, paprika or carrot for snacks, and purple sweet potato or blue gardenia for drinks. But the process requires technical, sensory and regulatory validations. Last May, the FDA approved three new natural dyes – among them a blue one derived from algae – and in July he gave green light to the use of Gardenia blue. However, Pepsico has not yet committed to the aim of eliminating synthetic dyes before 2026, as proposed by the Trump administration.
“We can follow science blindly, but we would be ignoring what our consumers believe and perceive”Grzeda acknowledges. And it is that the tension between perception and scientific evidence has become a key strategic variable. Although the artificial coloring approved by the FDA are considered safe, recent studies continue to focus on the possible neuroconductual effects on children, and public opinion has been inclined towards rejection.
In parallel, the company must also balance the cost of change. According to NIQ data, sales of products without artificial dyes fell in 2023 due to price increase, which shows the sensitivity of the consumer to the perceived value.
From the Pepsi-Cola foundation in 1902, the brand presumed to be “The original pure food drink” in contrast to others that used lead or arsenic as dyes. More than a century later, the company again claim that legacy, but adapted to a new sensitivity of consumption, which requests visually attractive products, but with cleaner labels.
