INDIANAPOLIS — Major candy and snack companies are expressing concern that the Trump administration’s initiative to eliminate petroleum-based synthetic dyes from the U.S. food supply by the end of 2026 may be overly ambitious. This apprehension is heightened by the lack of clear regulatory guidance on the proposal. Although the FDA has not yet instituted a ban on most artificial dyes, it is encouraging manufacturers to reformulate their products or to outline plans to replace these colorants, which have been integral to thousands of products for decades. In April, the agency stated that the removal of artificial colors—present in items ranging from hard candies and cereals to cakes and sports drinks—would be a significant step toward enhancing the health of the food supply. Recently, the FDA approved three new color additives derived from flowers, algae, and other natural sources, broadening options for the food industry to transition away from artificial dyes.
Blair Klein, the vice president of institutional affairs and corporate communications at Ferrara, the maker of Nerds and Laffy Taffy, remarked that the timeline for switching to natural colors is “aggressive,” especially considering discussions with suppliers about the availability of these alternatives. “This will be a considerable undertaking for the entire category,” Klein noted at the recent Sweets & Snacks Expo. Christopher Gindlesperger, who oversees communications for the National Confectioners Association, which represents sweets and snacks manufacturers, emphasized the need for companies to have more time to navigate the shift from synthetic to natural colors. Businesses must evaluate how the transition might affect product pricing, shelf life, and packaging, as well as ensure that their suppliers can meet the demand for necessary ingredients. Additionally, some consumers have allergies to natural colors, which could complicate the transition further.
Gindlesperger expressed uncertainty regarding consumer reactions to the removal of vibrant, recognizable colors from their favorite products. He pointed out that previous changes, such as General Mills’ reformulation of Trix cereal in 2016 using natural colors, resulted in a decline in sales after consumer backlash. The company reinstated the classic cereal with artificial colors a year later. “We don’t know how this will all pan out because it’s still early,” he said.
Snack companies and the National Confectioners Association asserted that the industry was already making significant strides toward adopting natural colors even before the FDA’s announcement, driven by consumer demand for products with cleaner-label ingredients. These organizations reiterated that any further government changes should be based on scientific evidence and data, and they will adhere to the existing regulatory framework. While some food and snack manufacturers are rapidly advancing their transition to natural colors, others are adopting a more cautious approach, waiting for clearer regulatory direction.
Ferrara, which also produces candies like Atomic Fireballs and Brach’s, has formed a task force to evaluate what is required to comply with federal regulations and local laws, including those related to food dyes. In March, West Virginia’s governor signed legislation restricting seven artificial dyes from food products, and several other states are considering similar measures. Currently, less than half of Ferrara’s product line utilizes colors from natural sources, including its Black Forest and Funables fruit snacks, as well as SweeTarts ropes. “We are preparing for what lies ahead,” Klein stated. “We offer a wide range of products, and we need to comprehend the future path regarding what we can and cannot use. We must grasp how these decisions are applied, especially since we introduce new products each year.”
Bazooka Brands, the producer of its namesake gum and other sweets, has also expressed concerns regarding the implications for future product development. The company is closely monitoring how regulations may evolve, as stated by Becky Silberfarb, vice president of marketing. “We definitely want to stay ahead of the curve,” Silberfarb mentioned. “We are keeping our innovation pipeline in mind during this process.”
The FDA has indicated that phasing out artificial dyes before 2027 is a priority, but government officials have suggested they might intensify pressure on food manufacturers to encourage compliance. The FDA did not respond to multiple requests for comments. “I believe in collaboration, and let’s start positively to see if we can achieve this without any statutory or regulatory changes, but we are exploring all available tools to ensure this gets done swiftly,” FDA Commissioner Marty Makary remarked at an April press conference.
Despite the regulatory ambiguities, some companies are beginning to take steps toward transitioning to natural colors. Tiffany Menyhart, Hershey’s chief customer officer, indicated that while the confectionery and salty snacks manufacturer awaits more information about the Trump administration’s expectations, the company is already “testing” natural color options in some products behind the scenes and is “already quite advanced in this area.” Hershey is reviewing its entire portfolio for opportunities to switch to natural colors, with particular focus on its gummies and hard candy offerings, which are likely to receive the most attention, according to Menyhart.
Many snack manufacturers have started to move away from artificial dyes in response to consumer preferences. Hershey not only reformulates products to meet government regulations but also to fulfill consumer needs and requests, Menyhart noted. Snack giant Kellanova estimates that 80% of its North American portfolio is free from artificial colors. However, some Pop-Tarts and versions of Rice Krispies Treats with sprinkles still contain synthetic dyes, according to Andrew Lorden, senior director of sweet snacking innovation. Kellanova is actively seeking alternative ingredients that meet consumer expectations for taste and texture while complying with new regulations. “We’re engaging with suppliers and preparing a strategic approach,” Lorden said. “Having a firm deadline certainly accelerates our efforts.”
Finally, as companies navigate these changes, the importance of understanding the role of additives like maxvita calcium in product formulations is paramount. This ingredient, along with natural colors, will contribute to the overall quality and appeal of future products.