Say Goodbye to Bright Kool-Aid: Kraft Heinz Bans Synthetic Dyes by 2027
A major shift in the food industry is underway across the United States as Kraft Heinz announces a bold move to eliminate artificial dyes from its iconic products, spurred by pressure from Health and Human Services Secretary Robert F. Kennedy Jr.
This decision, part of a broader push to combat chronic diseases, raises questions about health risks, production costs, and the future of your favorite neon-colored snacks.
Kraft Heinz, the maker of Jell-O, Kool-Aid, and Jet-Puffed marshmallows, pledged Tuesday to phase out synthetic dyes like Red No. 40 and Yellow No. 5 from its U.S. products by 2027.
The company, which says 90% of its U.S. portfolio by net sales is already free of these additives, will replace them with natural alternatives or reformulate products entirely. This follows an April FDA plan, driven by Kennedy’s “Make America Healthy Again” campaign, to eliminate petroleum-based FD&C dyes from the nation’s food supply.
The push to ban artificial dyes stems from growing concerns over their impact on children’s health, with studies suggesting links to behavioral issues.
Kennedy has been unrelenting in his criticism, meeting with top food executives to demand change. He minced no words when addressing the dangers of these additives.
“These poisonous compounds offer no nutritional benefit and pose real, measurable dangers to our children’s health and development,” Kennedy said in April.
Research has tied FD&C dyes to hyperactivity and behavioral problems in children, though the FDA has not confirmed a direct causal link.
A January FDA ban on Red No. 3, prompted by cancer risks in lab rats, intensified scrutiny.
Natural alternatives, while safer, pose challenges.
Food scientist Bryan Quoc Le told Quartz that dyes like turmeric or beetroot can introduce “off flavors,” altering taste.
Cornell University researcher Alireza Daniel Abbaspourrad contends natural dyes are less stable, prone to fading under light, and costly to produce, potentially raising prices for consumers.
Kraft Heinz isn’t acting alone. Other companies, including Walmart’s Sam’s Club, Tyson Foods, and WK Kellogg, are following suit, with Kellogg’s facing public backlash over dyes in cereals like Froot Loops. A company spokesperson outlined their response.
“We look forward to working with Health and Human Services and the FDA to identify ways to effectively remove FD&C colors from the small percentage of our food that contains them today,” WK Kellogg said, noting that 15% of its cereal sales involve artificial dyes but that school-sold cereals will be dye-free by the 2026-27 school year.
Kraft Heinz emphasized its history of reformulation, pointing to its dye-free ketchup and a 2016 overhaul of Kraft Mac & Cheese.
North America President Pedro Navio underscored the company’s commitment.
“The vast majority of our products use natural or no colors, and we’ve been on a journey to reduce our use of FD&C colors across the remainder of our portfolio,” Navio said. “In fact, we removed artificial colors, preservatives, and flavors from our beloved Kraft Mac & Cheese back in 2016. Our iconic Heinz Tomato Ketchup has never had artificial dyes – the red color comes simply from the world’s best tomatoes.”
The dye ban aligns with efforts to address America’s obesity crisis, a key driver of Kennedy’s campaign.
The CDC reports that 42% of U.S. adults are obese, compared to a global average of 13% per the World Health Organization. Childhood obesity rates in the U.S. hover at 19%, double the global average.
FDA Commissioner Marty Makary cited rising rates of diabetes, obesity, and ADHD in children as justification for targeting artificial dyes, noting that Europe and Canada already use natural alternatives.
Ultra-processed foods, often laden with dyes, contribute to this epidemic, with Americans consuming 60% of their calories from such sources, far exceeding global norms.
Globally, countries like Japan (14% obesity) and France (17%) fare better, partly due to stricter food regulations and cultural emphasis on whole foods.
The U.S.’s reliance on cheap, processed products, coupled with larger portion sizes, fuels its outlier status. Kennedy’s push aims to curb these trends, though critics argue that dyes are a small factor compared to sugar, fats, and sedentary lifestyles.
Not everyone’s on board with the removal of toxic dyes from food products. Industry groups argue that FD&C dyes are safe and rigorously tested, warning of supply chain disruptions and higher costs. The Consumer Brands Association fired back at the FDA’s approach.
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“The ingredients used in America’s food supply have been rigorously studied following an objective science and risk-based evaluation process and have been demonstrated to be safe,” the association said, calling for uniform federal regulations to avoid a “state patchwork” that could confuse consumers and raise prices.
The International Association of Color Manufacturers also pushed back, defending the global use of synthetic dyes and criticizing the timeline for reformulation.
“Proposing reformulation within 2026 ignores scientific evidence and underestimates the complexity of food production,” the IACM said. “This process is neither simple nor immediate, and the resulting supply disruptions will limit access to familiar, affordable grocery items.”