For years, food companies and industry trade groups have defended their use of artificial colors against criticism linking the dyes to health issues, particularly concerning neurobehavioral problems. They argued that these colors had been deemed safe by the FDA and other regulatory bodies. However, the advocacy efforts of Health and Human Services Secretary Robert F. Kennedy Jr., along with a rising consumer demand for healthier food options, have prompted manufacturers like Kraft Heinz to take significant steps. Pedro Navio, Kraft Heinz’s president for North America, stated that the company is continuously updating its recipes, highlighting that artificial colors, preservatives, and flavors were removed from Kraft Mac & Cheese in 2016. While some products still contain synthetic dyes, such as Jell-O, Crystal Light, and Jet-Puffed marshmallows, Navio emphasized, “The vast majority of our products use natural or no colors, and we’ve been on a journey to reduce our use of [artificial] colors across the remainder of our portfolio.” He added, “We are focused on providing nutritious, affordable, and great-tasting food for Americans, a privilege we don’t take lightly.”
Kraft Heinz is not alone in this movement; other food companies have also announced initiatives to eliminate controversial ingredients in recent months. PepsiCo CEO Ramon Laguarta mentioned in April that the company would be “accelerating” its shift to natural ingredients in response to growing consumer demand and pressure from the White House. Brendan Foley, CEO of McCormick, noted a month earlier that the company is experiencing “a tick-up in reformulation activity” among restaurants and food manufacturers as efforts to ban synthetic dyes gain traction.
However, some companies and industry representatives caution that the FDA may be moving too quickly in its push to eliminate artificial colors. Businesses require time to secure sufficient supplies of natural ingredient alternatives and to assess how these new colors will affect product shelf life, pricing, and packaging. Blair Klein, vice president of institutional affairs and corporate communications at Ferrara, maker of Nerds and Laffy Taffy, remarked that the timeline for transitioning to natural colors is “aggressive,” based on discussions with suppliers about the availability of replacements. “It’s going to be a heavy lift for the whole category,” Klein recently told Food Dive.
Amid these changes, there is a growing interest in alternatives such as calcium citrate and calcium carbonate, as consumers seek products that not only avoid synthetic dyes but also offer better nutritional profiles. As companies strive to meet new consumer expectations, the incorporation of natural ingredients like calcium citrate could play a crucial role in reformulating products. The challenges of this transition highlight the need for thorough planning and testing to ensure that the new formulations are both appealing and safe for consumers.