“Our tastes are influenced by what we see,” writes culture writer Bedatri D.Choudhury. “For those of us who can see, color is one of the most powerful influences that shape our perception of food, and in turn, how it tastes.”[1] Food writer Gill Hyslop adds, “Before we even take a bite, color tells our brain what to crave. … Before the crunch, the chew, or the first waft of aroma, we eat with our eyes.”[2] The consumer packaged goods (CPG) industry is well-aware of this phenomenon. In order to attract buyers to their products, CPG manufacturers have been enhancing their products with color for decades. Hyslop explains, “According to the Institute for Color Research, people form a subconscious judgment about a product within 90 seconds of viewing it and up to 90% of that decision is based on color alone. Color also increases brand recognition by up to 80% and can boost advertising comprehension retention by over 70%, according to color strategy consultancy Colorcom.”

According to Choudhury, “There is even research that shows that color-blind men may be less likely to be picky eaters because their inability to discern clearly between colors hinders them from forming an emotional response to a food’s appearance.” It's little wonder that food producers are alarmed about rising concerns over food dyes they rely on to enhance their products’ appeal. Those concerns were raised even higher when the U.S. Food and Drug Administration (FDA) announced it intends to “phase out all petroleum-based synthetic dyes from the nation’s food supply” by the end of 2026.[3] Currently, the movement to remove petroleum-based synthetic dyes is voluntary, but the direction for the CPG sector is clear. The sector’s challenge now is to find acceptable alternatives to dyes currently being used or risk losing market share. Some consumer groups are disappointed in the FDA’s announcement. Food science writer Zachary Goldstein explains, “The agency is not issuing a ban; instead, the FDA has asked food manufacturers to comply with the agency's request to remove these food dyes voluntarily. Because using synthetic food dyes has always been voluntary, there is no incentive from today's announcement for manufacturers to switch to natural food colors.”[4]

Concerns About Artificial Dyes

One of the big concerns about artificial dyes is the possibility that they can cause cancer. As journalist Adrienne Crezo notes, “Federal law requires that the FDA prohibit the use of any cancer-causing color additives in foods, drugs, and cosmetics.”[5] Nevertheless, some consumer groups believe the FDA moves too slowly. Crezo reports, “In 1990, the Food and Drug Administration banned Red 3 from use in cosmetics, like lipstick and skincare products, as well as topical drugs, like pain-relief ointments. That’s because the FDA learned in the 1980s that Red 3 is a carcinogen in rats. … [Nevertheless,] Red 3 remained permitted in foods, supplements, and oral drugs more than 34 years later.” Pressure from consumers and two dozen advocacy groups finally pressured the FDA to act. In January 2025, the FDA directed manufacturers to remove Red 3 from all products by 16 January 2027. Pressure will likely increase on manufacturers to remove Red 3 from products sooner than that date.

The FDA’s latest announcement targets six petroleum-based synthetic dyes: Blue 1, Blue 2, Green 3, Red 40, Yellow 5, and Yellow 6, which the agency wants phased out by the end of 2026. The FDA is also targeting Orange B and Citrus Red 2, which they want removed even sooner. In addition to carcinogenic concerns, neurobehavioral problems have also been raised as an issue associated with artificial dyes.

The Hunt for Natural Dyes

The staff at HealthDay notes, “The push to remove artificial colors from U.S. foods is gaining speed, but making the change won't be easy — or quick.”[6] Available ingredients and cost are the main challenges. HealthDay explains, “Natural colors are harder to make, less stable under heat and light and cost about 10 times more than synthetic versions. … Natural dyes come from fruits, vegetables, flowers and even insects. For example, making a bright ‘Barbie pink’ color naturally may require using cochineal insects from Peru. It takes about 70,000 bugs to produce just 2.2 pounds of dye, the AP reported. About 1 in 5 U.S. food products contain added colors, many with multiple dyes.”

According to Hyslop particular colors stimulate specific emotions in some consumers. “Red stimulates appetite and urgency. Yellow is linked to optimism and approachability. Brown denotes richness and comfort. Green telegraphs health and freshness. Blue — unless used with intent — tends to suppress appetite.” According to Hyslop, unexpected colors can spur sales (like Heinz’s Shrek-inspired green ketchup which resulted in $23 million in sales in 10 months). On the other hand, she notes, “Color misfires are just as powerful” and can result in “lost trust, and often, lost sales.” That is why the hunt for natural dyes is a treasure hunt for CPG manufacturers. In May, the FDA approved three natural color additives for use in food products.[7] They are:

● Galdieria extract blue, a blue color derived from the unicellular red algae Galdieria sulphuraria. The FDA has approved the color additive for use in nonalcoholic beverages and beverage bases, fruit drinks, fruit smoothies, fruit juices, vegetable juices, dairy-based smoothies, milk shakes and flavored milks, yogurt drinks, milk-based meal replacement and nutritional beverages, breakfast cereal coatings, hard candy, soft candy and chewing gum, flavored frostings, ice cream and frozen dairy desserts, frozen fruits, water ices and popsicles, gelatin desserts, puddings and custards, and whipped cream, yogurt, frozen or liquid creamers (including non-dairy alternatives), and whipped toppings (including non-dairy alternatives).

● Butterfly pea flower extract, a blue color that can be used to achieve a range of shades including bright blues, intense purple, and natural greens. Produced through the water extraction of the dried flower petals of the butterfly pea plant, this color additive is already approved for use in sport drinks, fruit drinks, fruit and vegetable juices, alcoholic beverages, dairy drinks, ready to drink teas, nutritional beverages, gums, candy, coated nuts, ice creams, yogurt, ready-to-eat cereals, crackers, snack mixes, hard pretzels, plain potato chips (restructured or baked), plain corn chips, tortilla chips, and multigrain chips.

● Calcium phosphate, a white color approved for use in ready-to-eat chicken products, white candy melts, doughnut sugar, and sugar for coated candies.

This month, the FDA approved another color additive: Gardenia Blue. The dye is approved for use in sports drinks, flavored or enhanced non-carbonated water, fruit drinks and ades, ready-to-drink teas, hard candy, and soft candy. The search for other safe, natural food dyes will undoubtedly continue and intensify.

Concluding Thoughts

With so much attention now being given to artificial food dyes, manufacturers are responding. Kraft Heinz announced it will remove artificial colors in U.S. products by the end of 2027.[8] General Mills also plans on removing artificial dyes from its products by the end of 2027.[9] Nestlé USA plans to eliminate all FD&C colors from its food and beverage products by mid-2026.[10] Many ice cream manufacturers have also committed to removing artificial food dyes from their products.

CPG manufacturers find themselves in a particularly sticky position. They want to ensure that their products are appealing, but safe. At the same time, they want to make sure their products are affordable. Finding natural food dyes that satisfy all those conditions is going to be difficult. Nevertheless, it’s an effort that is long overdue. Marion Nestle, a food policy expert, told the Associated Press, “I am all for getting artificial food dyes out of the food supply. They are strictly cosmetic, have no health or safety purpose, are markers of ultra-processed foods and may be harmful to some children.”[11] Although colors may be “strictly cosmetic,” they play an important role in the world of food. Choudhury explains, “From socialization to physiology, our relationship with food is partly governed by color, whether or not we are aware of it.”

Footnotes

[1] Bedatri D.Choudhury, “Color Theory,” Bon Appétit, 30 April 2025.

[2] Gill Hyslop, “Hue got it: The colour psychology behind top snacks,” Food Navigator Europe, 22 May 2025.

[3] Mary Walrath-Holdridge, “Are food dyes getting banned in the US and why? What know to about 8 dyes being phased out,” USA Today, 23 April 2025.

[4] Zachary Goldstein, “FDA's 'plan' to remove food dyes: Industry 'understanding',” Center for Science in the Public Interest, 22 April 2025

[5] Adrienne Crezo, “Red 3: FDA finally bans cancer-causing food dye,” Center for Science in the Public Interest, 15 January 2025.

[6] HealthDay, “Food Companies Race to Replace Artificial Colors With Natural Alternatives,” U.S. News & World Report, 29 April 2025.

[7] Staff, “FDA Approves Three Food Colors from Natural Sources,” Food and Drug Administration, 9 May 2025.

[8] Christopher Doering, “Kraft Heinz to remove artificial colors in US products by end of 2027,” Food Dive, 17 June 2025.

[9] Christopher Doering, “General Mills to remove artificial colors from US cereals and foods,” Food Dive, 18 June 2025.

[10] Ayana Herndon, “Why Major Brands Are Removing Artificial Dyes—And What It Means For Your Snacks,” Delish, 11 July 2025.

[11] HealthDay, op. cit.