Full removal of artificial dyes by 2027
Kraft Heinz has announced that it will eliminate all synthetic food dyes from its U.S. products by 2027. The company will also stop launching any new items that contain artificial coloring, effective immediately.
In a recent update, the food giant stated that nearly 90% of its portfolio in the U.S. is already free of artificial dyes. For the remaining items, the company is either removing the colorants entirely or replacing them with natural alternatives.
Iconic products among the last to change
Several products still using synthetic dyes belong to familiar beverage and dessert brands such as Jell-O, Kool-Aid, Crystal Light, and Jet-Puffed.
“The vast majority of our items now rely on either natural colors or none at all,” said Kraft Heinz North America President Pedro Navio. “This includes products like our classic Heinz Ketchup, which has never used artificial dyes.”
A decade ago, Kraft Heinz had already replaced the yellow-orange coloring in Kraft Mac & Cheese with spices like turmeric and paprika, a move that was met with largely positive consumer feedback.
Growing regulatory and public pressure
This shift by Kraft Heinz comes just weeks after federal health authorities indicated plans to collaborate with the food industry to phase out petroleum-based dyes by late 2026.
A senior U.S. health official expressed intentions to go further: “We plan to eliminate dyes and eventually review every additive we can legally address,” the official stated at a press event earlier this year.
The concern stems from growing research linking some synthetic dyes to behavioral and mental health effects in children, including attention and hyperactivity issues.
Industry response and alternatives
The Consumer Brands Association, which represents major food manufacturers, continues to defend the current use of these ingredients. The group claims that additives in the U.S. food supply have been extensively studied and found to be safe.
Despite these assurances, some companies have already taken steps to reformulate their offerings. The FDA has approved several new plant-based colorants, giving brands more options for natural coloring in their products.
Still, the transition poses logistical and supply chain challenges. Natural dyes can be harder to source consistently, may cost more, and don’t always replicate the vivid appearance of synthetic options.
Looking forward
Kraft Heinz’s decision marks a significant shift in how large food manufacturers respond to evolving health standards and consumer expectations.
As the U.S. market moves further toward clean-label foods, other companies may follow. But reformulating products while preserving brand identity and taste will remain a complex process in the years ahead.
