Cheetos and Doritos are ditching artificial dyes as PepsiCo introduces a new line of snacks catering to health-conscious consumers.
The dye-free versions of these popular snack brands will hit retailers nationwide on Dec. 1 under the Simply NKD line. Despite being colorless, the taste remains true to the original Doritos and Cheetos.
“No color, no artificial flavors, same intensity — that’s Simply NKD,” Hernán Tantardini, CMO of PepsiCo Foods U.S., stated. “We are revamping our iconic brands to offer options with bold flavors fans love, now without any colors or artificial flavors.”
This launch is part of PepsiCo’s Simply line extension, known for reimagining beloved snack brands like Tositos and Ruffles with better ingredients. Doritos Simply NKD will come in nacho cheese and Cool Ranch flavors, while the dye-free Cheetos will offer puffs and Flamin’ Hot varieties.
Consumer and governmental pressure to remove artificial dyes has prompted this move. Critics argue that synthetic colors provide no nutritional value and may pose health risks. Health Secretary Robert F. Kennedy Jr. has urged the food industry to eliminate artificial colors by 2026, with some states even imposing bans or labeling restrictions.
While companies understand the consumer appeal of vibrant colors, PepsiCo aims to provide options without artificial dyes or with healthier ingredients. This strategy aligns with their plans to introduce Pepsi Prebiotic Cola and a lower-sugar Gatorade in the coming months.
Rachel Ferdinando, CEO of PepsiCo Foods U.S., emphasized that the NKD line is an additional choice, not a replacement. “We are expanding options while preserving our iconic brands,” she explained. “More choices, same flavor, same brand power.”