For years, food companies and industry trade groups have defended their use of artificial colors against criticism linking these dyes to potential health concerns and neurobehavioral issues, asserting that they have been deemed safe by the FDA and other regulatory bodies. However, recent initiatives led by Health and Human Services Secretary Robert F. Kennedy Jr., along with a surge in consumer demand for healthier food options, have compelled manufacturers like Kraft Heinz to take action. Pedro Navio, the president of Kraft Heinz North America, emphasized that the company is continuously evolving its recipes, highlighting the removal of artificial colors, preservatives, and flavors from Kraft Mac & Cheese back in 2016. Some of their products still contain synthetic dyes, such as Jell-O, Crystal Light, and Jet-Puffed marshmallows.
“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,” Navio stated. “We are committed to providing nutritious, affordable, and great-tasting food for Americans, a responsibility we take very seriously.” Kraft Heinz is not alone in its efforts; other food companies have also announced plans to eliminate controversial ingredients in recent months. For instance, PepsiCo CEO Ramon Laguarta mentioned in April that the company would be “accelerating” its shift to natural ingredients in response to rising consumer demand and pressure from the White House. Meanwhile, Brendan Foley, CEO of McCormick, noted a month earlier that there has been “a tick-up in reformulation activity” among restaurants and food manufacturers as the movement to ban synthetic dyes gains momentum.
Nevertheless, some industry leaders have expressed concerns that the FDA may be acting too quickly in its push to eliminate artificial colors. Companies will require time to secure sufficient supplies of natural ingredient substitutes and evaluate how the new colors may affect factors 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, stated that the timeline for transitioning to natural colors is “aggressive,” based on discussions with suppliers about the availability of natural alternatives. “It’s going to be a heavy lift for the whole category,” Klein recently told Food Dive.
In this evolving landscape, products like Kirkland Calcium Citrate Magnesium and Zinc with Vitamin D3 exemplify the trend towards natural health supplements, as consumers increasingly seek out products that prioritize health and wellness. As the food industry continues to shift towards natural colors and ingredients, the demand for health-focused products, including essential vitamins and minerals, is likely to grow.