PepsiCo, a leading global food and beverage company, is making significant changes to its product lines by transitioning to natural dyes. This decision is a positive step in response to consumers’ increasing demand for transparency of ingredients and their health. For beverage giant Coca-Cola, this trend has been clearer than ever since the early 2000s. Consumers are increasingly interested in reducing their use of synthetic ingredients.
As it stands today, nearly 40% of PepsiCo’s offerings in the US still have synthetic dyes in them. In recent years, the firm has identified this movement. Now, they’re getting serious on looking for signals that will be determinative to products yet to be developed. Amanda Grzeda, PepsiCo’s senior director of global sensory and consumer experience, emphasized the importance of understanding consumer perceptions regarding synthetic colors.
“We’re looking for those little signals that will become humongous in the future,” – Amanda Grzeda
PepsiCo is clearly listening to consumer demand by phasing out artificial colors in a number of products and replacing them with natural alternatives. To start, they’ll rollout with consumer favorites like Tostitos and Lay’s. The approved changes are now scheduled to start appearing on store shelves later this year. This decision dovetails nicely with PepsiCo’s long-term ambition to reformulate processed food and upgrade the quality of ingredients in all its products.
PepsiCo’s Simply line of products, which launched in 2002, have already incorporated naturally colored variations of snacks such as Doritos. The company has done remarkable things even with the constraint of using natural ingredients. They have introduced those purple sweet potatoes and different carrots to help color other drinks including Mountain Dew and Cherry 7Up. While this move continues to prioritize the growing fiber-forward consumer preference, it reflects the company’s purposeful effort to support product quality.
The decision to remove synthetic dyes is more than a marketing play. It’s the result of more than three years of deep consumer research. A recent internal study revealed that more than half of the surveyed consumers are trying to limit their intake of artificial dyes. This insight has led PepsiCo to pivot and meet the desires of the consumer by “getting real” in its product portfolio.
“We could just blindly follow the science, but it probably would put us at odds with what our consumers believe and perceive in the world,” – Amanda Grzeda
The withdrawal of synthetic dyes in favor of natural substitutes isn’t as straightforward. According to Chris Coleman, a spokesperson for PepsiCo, it can take two to three years to reformulate a product with natural dyes. This producer-friendly timeline is a testament to their dedication to the safety of their final products and consumer satisfaction, in equal measure.
“We’re not going to launch a product that the consumer’s not going to enjoy,” – Chris Coleman
PepsiCo’s strategy goes beyond the chip changeover to include the dips that go with them. Early next year we’re planning to start rolling out some naturally dyed dips. This launch cements our commitment to providing cleaner ingredient choices for consumers.
Damien Browne, vice president of research and development for PepsiCo’s beverage division, is actively involved in developing natural dye solutions for the company’s products. His team is working diligently to ensure that the new formulations retain the visual appeal and flavor that consumers expect while using natural ingredients.
The move to phase out synthetic dyes reflects changing public sentiment. This happens despite evidence through scientific research that these colors are acceptable to use and eat. Shifting expectations Consumers are increasingly prioritizing their personal health and well-being. In turn, corporations such as PepsiCo are reacting to these new marketplace realities.
“We need to make sure the product is right,” – Chris Coleman
PepsiCo is upending its legacy portfolio in bold ways. They look to use naturally derived colors that attract the growing number of health conscious consumers. The company’s commitment to transparency and ingredient integrity aligns with the broader industry movement towards cleaner labels and healthier options.
