Some of America’s most recognizable treats are about to look a little different. Kraft Heinz has announced it will strip artificial colors from the last 10% of its U.S. products that still use them — and it’s starting now. From Kool-Aid and Jell-O to Crystal Light and Jet-Puffed marshmallows, the shift will replace synthetic dyes with natural alternatives or reinvent products altogether. The move comes as regulators and consumers push for cleaner ingredient lists. By 2027, the makeover will be complete.
Final Phase of a Years-Long Color Cleanup
Kraft Heinz says 90% of its U.S. products already use natural or no colors. This latest step targets the remaining 10%, meaning changes for some of its most colorful snacks and drinks. The goal is a full transition by 2027, aligning with shifting consumer expectations.
Goodbye to Bright Synthetic Shades
Beverage and dessert classics like Kool-Aid, Jell-O, Crystal Light, and Jet Puffed marshmallows will lose synthetic dyes. Instead, they’ll get their hues from natural sources — or be reimagined with new looks if matching the original shade isn’t possible.
No More New Artificially Colored Products
The change starts immediately with a company-wide pledge. Kraft Heinz will not launch any new products in the U.S. that contain artificial colors. It’s a hard stop on synthetic additives in future releases.
Building on Past Ingredient Changes
This isn’t Kraft Heinz’s first big ingredient shift. Back in 2016, the company removed artificial flavors, colors, and preservatives from Kraft Mac & Cheese. That earlier change set the stage for today’s announcement.
Regulatory Pressure Is Rising
The decision comes as the FDA has announced a ban on Red Dye No. 3 by 2027. The move reflects a broader trend toward regulating artificial food colors and additives in the U.S.
RFK Jr.’s Push for a Cleaner Food Supply
Health and Human Services Secretary Robert F. Kennedy Jr. has called for “real and transformative” change in removing harmful ingredients from foods. His goal is to eliminate artificial coloring from the entire U.S. food supply before leaving office.
Kool-Aid’s Colorful Past Ingredients
Current products like Kool-Aid Unsweetened Grape Drink Mix list Red 40 and Blue 1 on their labels. The cherry flavor contains Blue 1, while Strawberry Jell-O has both artificial flavor and Red 40. Those will all be reformulated under the new pledge.
Consumer Habits Are Changing Fast
Kraft Heinz isn’t just responding to regulations — it’s reacting to market shifts. With healthier eating trends on the rise, consumers are becoming more deliberate about what snacks they buy.
Financial Pressures on Snack Giants
The company’s volume mix fell 5.6 percentage points last quarter. Competitors like General Mills and WK Kellogg have also reported declines, pointing to a more challenging snack market.
Industry Moves Beyond Kraft Heinz
Kellanova, maker of Cheez-Its and Pringles, also saw its North American sales volumes drop. The brand is in the process of being acquired by Mars, signaling bigger shake-ups in the packaged snack sector.
