In an announcement on July 17, 2025, PepsiCo revealed plans to eliminate artificial colors and flavors from its popular Lay’s and Tostitos snack brands by the end of 2025.
This move aligns with the “Make America Healthy Again” (MAHA) movement, led by U.S. Health Secretary Robert F. Kennedy Jr., which calls for cleaner, whole foods in the American diet.
PepsiCo is also replacing canola and soybean oils with healthier avocado and olive oils in these snacks, responding to consumer demand for natural ingredients.
What’s Changing and Why?
PepsiCo is removing artificial colors and flavors, such as Red 40, Yellow 5, and Blue 1, from Lay’s potato chips and Tostitos tortilla chips.
These synthetic additives, often used to enhance appearance and taste, have raised health concerns.
Instead, the company will use natural alternatives like beet juice or turmeric for coloring.
Canola and soybean oils, criticized for their processing methods, are being swapped for avocado and olive oils, which are considered healthier fats.
PepsiCo’s CEO, Ramon Laguarta, highlighted the shift, saying, “We’re trying to elevate the real food perception of Lay’s. If you think about the simplest and most natural snack, it is a potato chip; it’s a potato, it’s oil, and it’s a little bit of salt—the most simple, no artificial ingredients.”
This change isn’t limited to Lay’s and Tostitos. PepsiCo plans to extend these updates to other brands like Cheetos and Doritos in the future, offering versions free of artificial additives.
The company’s “Simply” line, which already avoids synthetic dyes and flavors, will also expand, though it has yet to gain strong consumer traction.
Why Are Artificial Colors and Flavors a Concern?
Artificial colors and flavors have sparked health worries, prompting action from consumers, health advocates, and regulators.
Studies, such as a 2007 study in The Lancet, suggest that synthetic dyes like Red 40 and Yellow 5 may increase hyperactivity in children, impacting focus and behavior.
Other research, including animal studies, points to potential risks like allergies or even cancer, though human studies are still ongoing.
These concerns have fueled the MAHA movement and led the U.S. Food and Drug Administration (FDA) to plan a phase-out of petroleum-based dyes by 2026, pushing companies toward natural alternatives like watermelon or carrot juice.
Case Study: Southampton Study on Artificial Food Dyes
A 2007 study conducted by researchers at the University of Southampton, published in The Lancet, examined the effects of artificial food dyes and sodium benzoate on children’s behavior.
The study found that consumption of drinks containing synthetic dyes like Red 40, Yellow 5, and Yellow 6, combined with the preservative sodium benzoate, led to increased hyperactivity in children aged 3 and 8–9 years.
This double-blind, placebo-controlled trial provided strong evidence linking artificial additives to behavioral changes, prompting calls for stricter regulations on food dyes. Read more about the Southampton study here.
Other Companies Joining the MAHA Movement
PepsiCo isn’t alone in this shift. Other major food companies, including General Mills, Mars, and WK Kellogg, are reformulating products to eliminate synthetic dyes and flavors, driven by the FDA’s 2026 deadline.
General Mills is exploring natural colors for its cereals, while Mars is reducing artificial flavors in candies.
Kraft Heinz and J.M. Smucker are also introducing healthier options, though details vary.
McCormick, a flavorings company, is seeing rising demand as it helps manufacturers switch to natural ingredients. These changes are expected to be fully implemented across these companies by the end of 2026.
Why This Matters and What’s Next
PepsiCo’s commitment reflects a growing trend in the food industry, driven by consumer awareness and regulatory pressure.
Over 60% of PepsiCo’s U.S. food portfolio was free of artificial colors as of April 2025, showing progress. The company is also boosting protein and fiber in snacks like Quaker and PopCorners to cater to health-conscious consumers, including those using GLP-1 weight-loss drugs.
However, challenges remain—PepsiCo’s “Simply” line has struggled to win over consumers, indicating that taste and familiarity are critical for success.
Additionally, some states are proposing limits on using SNAP (food stamps) for sugary snacks, which could affect PepsiCo but is expected to have a “very limited” impact, according to Laguarta.
The Bigger Picture
PepsiCo’s pledge to remove artificial colors and flavors from Lay’s and Tostitos by the end of 2025 is a major step toward healthier snacking.
By switching to avocado and olive oils and joining companies like General Mills and Mars in the MAHA movement, PepsiCo is embracing the push for natural, whole foods.
While the full health risks of artificial additives are still being studied, the move toward cleaner ingredients is transforming the food industry.
As consumers, we can look forward to simpler, more natural versions of our favorite snacks—hopefully with the same great taste we love.
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