PepsiCo is making a bold move by stripping down their iconic snack brands, Cheetos and Doritos, to their true colors. The company has announced the launch of Simply NKD, a new line of snacks that are free from artificial dyes. These dye-free versions of the popular snack brands will be available in retailers nationwide starting December 1.
The Simply NKD snacks are completely colorless but retain the same intense flavors that fans know and love. Hernán Tantardini, CMO of PepsiCo Foods U.S., expressed the company’s commitment to reinventing their iconic brands to cater to health-conscious consumers. He stated, “No color, no artificial flavors, same intensity – that’s Simply NKD.”
The launch of Simply NKD is part of PepsiCo’s broader strategy to offer healthier options to consumers. The company’s Simply line, known for reimagining popular snack brands without artificial flavors and using better-for-you ingredients, has been well-received by consumers. Doritos Simply NKD will be available in nacho cheese and Cool Ranch flavors, while the dye-free Cheetos will come in puffs and Flamin’ Hot varieties.
The decision to remove artificial dyes from the snacks comes amid increasing pressure from consumers and regulatory bodies to eliminate synthetic colors from food products. Health Secretary Robert F. Kennedy Jr. has called for the phasing out of synthetic colors by the end of 2026, leading companies to reconsider their use of artificial dyes.
While some companies have been hesitant to make the switch due to consumer preferences for brightly colored snacks, PepsiCo is taking a different approach. Rather than a full phaseout of artificial dyes, the company is offering options without synthetic colors or with better-for-you ingredients. This strategy aims to expand consumer choice while still protecting the iconic brands.
In addition to the Simply NKD line, PepsiCo is planning to launch other innovative products, such as Pepsi Prebiotic Cola and a lower-sugar Gatorade. Rachel Ferdinando, CEO of PepsiCo Foods U.S., emphasized that the NKD line is meant to be an additive option, not a replacement. She stated, “More choices, same flavor, same brand power.”
Overall, PepsiCo’s move to introduce Simply NKD snacks without artificial dyes reflects the company’s commitment to meeting the evolving needs and preferences of health-conscious consumers. With this new line of snacks, PepsiCo is setting a new standard for innovation in the snack industry.
