PepsiCo announced Thursday that its Cheetos and Doritos brands will soon offer new “colorless” versions of their snacks.
According to a press release, the updated products will be free of artificial flavors and dyes, and will be marketed under the name “Simply NKD.”
“No color, no artificial flavors, same intensity — that’s Simply NKD. Doritos and Cheetos are leading a new era of snacking, a renaissance of sorts,” said Hernán Tantardini, PepsiCo’s chief marketing officer. “We’re reinventing our most iconic brands to give fans the bold tastes they love, now without artificial colors or flavors.”
The launch follows increasing pressure from federal regulators — including U.S. Health Secretary Robert F. Kennedy Jr. — who have indicated that the government plans to eliminate petroleum-based synthetic dyes from the national food supply by the end of next year.
It also comes amid growing worries among parents and some scientists about potential health effects of food dyes on children, a connection the Food and Drug Administration says it is reviewing but has not confirmed.
PepsiCo did not reference the impending regulations or the broader concerns surrounding dyes. And despite being labeled “colorless,” the new Doritos and Cheetos are not truly without color; company images show them as a pale yellow similar to traditional corn chips.
PepsiCo said the Simply NKD line will include Doritos Nacho Cheese and Cool Ranch, as well as Cheetos Puffs and Flamin’ Hot.
The snacks are available for pre-order now and will arrive in stores on Dec. 1.
“If we can reinvent Doritos and Cheetos, imagine what comes next,” the company said.
