Kraft Heinz will remove all artificial food dyes from its U.S. product lineup by the end of 2027, the company announced Tuesday, marking a sweeping shift in response to rising consumer demand for clean-label ingredients and escalating pressure from the Department of Health and Human Services under Secretary Robert F. Kennedy Jr.
The packaged food giant, which owns iconic brands such as Kraft Mac & Cheese, Heinz ketchup, Jell-O and Capri-Sun, also committed to halting the release of any new U.S. products containing synthetic coloring effective immediately. "The vast majority of our products use natural or no colors, and we've been on a journey to reduce our use of [artificial] colors across the remainder of our portfolio," Pedro Navio, president of Kraft Heinz North America, said in a statement.
The announcement comes as the U.S. Food and Drug Administration phases out approval for petroleum-based synthetic dyes, including the January ban of red dye No. 3 in foods and ingestible drugs. In April, Kennedy declared the dyes "poisonous compounds" and pledged to collaborate with the food industry to eliminate them. Kraft Heinz's decision positions it as one of the first major U.S. food firms to act preemptively.
According to the company, nearly 90% of its current U.S. portfolio-measured by sales-is already free of artificial dyes. Heinz ketchup "has never had artificial dyes," while Kraft Mac & Cheese eliminated them in 2016. The company said it plans to "replace FD&C colors with natural colors" and, when unavailable, "reinvent new colors and shades."
California, Virginia, and West Virginia have already banned certain food dyes, and over half of U.S. states are considering similar legislation, with bipartisan backing. Kraft Heinz reportedly met with Kennedy and other top officials who urged the company and its peers to voluntarily remove dyes before facing federal mandates. An email reviewed by Bloomberg stated Kennedy had "made clear his intention to take action unless the industry is willing to be proactive with solutions."
The shift comes as Kraft Heinz weighs major structural changes amid declining sales. The company reported a 6.4% drop in revenue last quarter, and many of its legacy brands-such as Capri-Sun and Lunchables-have lost traction with health-conscious consumers.
The company also announced in May that two directors representing Berkshire Hathaway would step down from the board, ending direct oversight by Warren Buffett's firm, which orchestrated the 2015 Kraft-Heinz merger. The move added fuel to speculation that Kraft Heinz may divest more brands or seek consolidation with a rival.
Kraft Heinz has already exited several segments in recent years, including the sale of Planters and its U.S. natural cheese business.
