Cheetos and Doritos introduce new versions with natural colors in a health-focused reformulation.

In a notable shift towards healthier snack options, PepsiCo Inc. has announced the launch of a new line of “naked” snacks, branded as “Simply NKD” Cheetos and Doritos, which lack the artificial colors that have characterized the iconic products for years. This innovative approach is part of the company’s broader strategy to adapt to evolving consumer preferences that increasingly seek transparency and natural ingredients in their food.

The Simply NKD line will offer snacks that retain the familiar flavors of original Cheetos and Doritos while presenting a new, natural pale yellow appearance, contrasting sharply with the vibrant colors typically associated with these beloved snacks. This development marks a significant departure from conventional formulations, as PepsiCo aims to cater to consumers who are more health-conscious and wary of artificial additives.

According to Rachel Ferdinando, CEO of PepsiCo Foods U.S., the initiative does not directly stem from consumer data or prevailing market trends but rather reflects an internal decision to innovate in response to changing demands for cleaner food options. The company previously introduced a Simply line featuring alternative flavors without artificial dyes, but the NKD collection aims to match the traditional flavors closely.

This decision occurs amid a larger backdrop of scrutiny regarding food colorings, with activists like Health Secretary Robert F. Kennedy Jr. advocating for the reduction of synthetic dyes in products. PepsiCo is no stranger to this conversation, as it continues to navigate pressures from investor groups like Elliott Management, which holds a significant stake in the company and has urged a reassessment of PepsiCo’s snack portfolio to enhance its performance.

While PepsiCo has diversified its product lineup with healthier alternatives such as Sabra hummus and Siete grain-free chips, many of its flagship snacks remain outside the burgeoning health-centric food market. Recently released financial results indicated a 4% decline in volume within its North American food division. In stark contrast, the S&P 500 has gained 16% this year, highlighting the competitive challenges faced by the snack giant.

Anticipation builds as the NKD snacks are set to hit U.S. store shelves by December 1. The NKD Flamin’ Hot Cheetos, for example, will appear as a pale yellow product, creating a striking difference in visual presentation when compared to the traditional deep red and orange versions. PepsiCo conducted thorough testing of the NKD products, ensuring that expert tasters evaluated the flavors without being influenced by color, simulating a familiarity that is crucial to consumer acceptance.

Historical precedents suggest that altering the visual components of a product can significantly affect consumer perceptions. Instances such as General Mills’ return to artificial colors in Trix cereal highlight the delicate balance companies must maintain between innovation and consumer expectations. Industry experts note that color undeniably shapes how products are perceived, with lighter hues often associating with inferior flavor intensity.

As PepsiCo moves forward, the company positions itself to capitalize on the growing trend favoring transparency and simplicity in food ingredients. The rapid development of the NKD line, which took approximately eight weeks to create, underscores PepsiCo’s commitment to adapting its portfolio to meet the demands of the health-conscious consumer while striving to maintain the essence of its well-loved snack offerings. As consumer behavior continues to shift, PepsiCo remains vigilant in exploring opportunities that align with these transformations in the marketplace.

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