Key Update

PepsiCo is switching from artificial dyes to natural colourants made from purple sweet potatoes and carrots. The company aims to preserve the familiar shades of drinks like Mountain Dew and Cherry 7Up while removing synthetic additives, responding to rising consumer demand for cleaner, more natural products.

Back to Its Roots

When Pepsi-Cola was founded in 1902, it marketed itself as “The Original Pure Food Drink,” free from artificial additives. Over time, synthetic dyes became the industry standard because they were cheaper, more vibrant, and consistent. Today, however, changing consumer preferences are pushing PepsiCo to return to its original focus on natural ingredients.

Demand for Clean Labels

PepsiCo first recognized this trend more than 20 years ago, introducing its Simply line of naturally made snacks in 2002 and a dye-free Gatorade in 2016. Since then, consumer interest has grown significantly, with more than half of those surveyed by the company reporting efforts to reduce artificial colours in their diets. While a few US states have already banned synthetic dyes in school meals, PepsiCo sees consumer demand as the main driver of change.

To support this shift, the FDA is fast-tracking approvals for natural alternatives, such as algae blue and gardenia blue, while banning Red 3 and proposing a ban on Orange B. Although six synthetic dyes remain FDA-approved, companies like PepsiCo are carefully balancing scientific safety data with public perception to meet consumer expectations.

Finding the Right Balance

Switching to natural dyes comes with challenges. They are more expensive and can slightly alter taste and texture, which some consumers notice. For instance, Susan Mazur-Stommen from West Virginia found Simply Cheetos Puffs less appealing due to their lighter colour. Despite these hurdles, PepsiCo is committed to refining natural formulations so that beverages and snacks retain the flavours and textures consumers love, ensuring that going natural does not mean compromising enjoyment.

Source: The Hindu Business Line