PepsiCo is rolling out new dye-free versions of Cheetos and Doritos in the US as part of a major push toward cleaner labels and “better-for-you” snacking. The new products, launching nationwide on December 1 under a fresh platform called Simply NKD, will feature completely colorless chips and puffs that retain the same flavour profile as their iconic originals.
According to PepsiCo, Simply NKD (short for “naked”) removes all artificial colors and artificial flavors while preserving the bold taste associated with Cheetos and Doritos. The line will include Nacho Cheese and Cool Ranch Doritos, along with Cheetos Puffs and Flamin’ Hot variants—minus the trademark red and orange hues.
“No color, no artificial flavors, same intensity,” said Hernán Tantardini, CMO, PepsiCo Foods U.S., adding that the company is “reinventing iconic brands to meet the demand for cleaner snacking.”
The move comes amid rising pressure from consumers and US regulators to eliminate synthetic dyes. The Trump administration’s push to remove artificial colors gained momentum this year, with Health Secretary Robert F. Kennedy Jr. urging food companies to phase them out by the end of 2026. Several US states have also proposed bans or mandatory warning labels for products containing artificial dyes.
Food companies have historically struggled to replace synthetic colors, as naturally dyed products often perform poorly with consumers accustomed to bright shades. PepsiCo has therefore opted for a dual-track strategy: offering dye-free alternatives without committing to a full phase-out. The aim, executives say, is to give shoppers more choices without disrupting long-established brand preferences.
“This is an additive option, not a replacement,” said Rachel Ferdinando, CEO, PepsiCo Foods U.S. “We’re expanding choices while protecting the power of our flagship brands.”
The Simply NKD rollout is part of a broader wave of health-focused innovation from PepsiCo, which also plans to introduce a Pepsi Prebiotic Cola and a lower-sugar Gatorade in the coming months.