The Future Without Artificial Dyes: How Brands Are Adapting to New U.S. Regulations

Starting in 2026, the United States will begin phasing out petroleum-based synthetic dyes in foods, beverages, and consumer products, as announced by the Department of Health and Human Services (HHS) and the Food and Drug Administration (FDA). This move, part of the “Make America Healthy Again” initiative, aims to reduce exposure to additives that, although previously approved, have raised concerns due to potential effects on children’s health, such as hyperactivity and attention issues.

Among the dyes being targeted are Red 40, Yellow 5, Blue 1, and Green 3, which are commonly found in a wide array of products. Iconic brands like M&M's, Gatorade, Red Bull Blue, Kellogg’s cereals, and even personal care items such as Colgate toothpaste and Listerine mouthwash will need to reformulate their products to comply with the new guidelines.

The FDA is working with industry stakeholders to facilitate the transition to natural dyes, such as extracts from beets, carrots, and butterfly pea flowers. The agency is also expediting the approval process for new natural additives to ensure a broad range of safe and effective alternatives.

While some companies have expressed a willingness to adapt, others have voiced concerns about the logistical and financial challenges of reformulating products. The FDA has chosen a cooperative approach, seeking voluntary compliance from manufacturers rather than imposing immediate bans, which has sparked debate about the speed and effectiveness of implementation.

This initiative marks a significant shift in U.S. food safety policy, bringing it more in line with regulations in countries like Canada and members of the European Union, where the use of certain synthetic dyes is restricted or requires specific labeling warnings.

The elimination of artificial dyes is not only a step forward in protecting public health but also presents a creative challenge for brands. They will need to innovate in both product presentation and formulation to retain consumer loyalty in a market increasingly focused on ingredient transparency.