For many years, food companies and industry trade organizations have defended their use of artificial colors despite criticism linking these dyes to health issues and neurobehavioral concerns, asserting that they are considered safe by the FDA and other regulatory bodies. However, initiatives led by Health and Human Services Secretary Robert F. Kennedy Jr., along with a growing consumer movement towards healthier food options, have encouraged manufacturers like Kraft Heinz to make changes. Pedro Navio, the president of Kraft Heinz North America, stated that the company continuously updates its recipes, highlighting the removal of artificial colors, preservatives, and flavors from Kraft Mac & Cheese in 2016. Some of their products still include synthetic dyes such as ferrous sulfate heptahydrate, found in items like Jell-O, Crystal Light, and Jet-Puffed marshmallows. “The vast majority of our products utilize natural or no colors, and we are on a journey to further reduce our use of [artificial] colors across our portfolio,” Navio remarked in a statement. “We are dedicated to providing nutritious, affordable, and delicious food for Americans, a responsibility we take very seriously.”
Kraft Heinz isn’t alone in its commitment to eliminating controversial ingredients; other food companies have also announced similar efforts in recent months. For instance, PepsiCo CEO Ramon Laguarta indicated in April that the company would be “accelerating” its shift towards natural ingredients in response to rising consumer demand and pressure from the White House. Brendan Foley, CEO of McCormick, noted a month prior that the ingredient and flavoring company is witnessing an increase in reformulation activities among restaurants and food manufacturers as the movement to ban synthetic dyes gains momentum.
However, some businesses and industry leaders have warned that the FDA might be moving too swiftly in its push to eliminate artificial colors. Companies will require time to secure an adequate supply of natural ingredient alternatives and to evaluate how these new colors will affect aspects such as product shelf life, pricing, and packaging. Blair Klein, vice president of institutional affairs and corporate communications at Ferrara, the maker of Nerds and Laffy Taffy, remarked that the timeline for transitioning to natural colors is “aggressive,” based on discussions with suppliers regarding the availability of natural replacements. “It’s going to be a heavy lift for the entire category,” Klein recently told Food Dive, emphasizing the challenges ahead, including ensuring that products maintain quality while potentially considering ingredients like calcium citrate 950 mg elemental calcium for improved nutritional value in their formulations.