Doritos and Cheetos Go Artificial-Color-Free—But Does It Really Improve Health?

Health and wellness have officially become mainstream, big business, and everyone seems to want a piece of the profits. This includes companies whose repertoire is largely non-healthy snack foods. In a world increasingly driven by the pursuit of the “clean label,” snack giant PepsiCo is making a bold move. Doritos and Cheetos, two of the most brightly colored and iconic snack foods, are being stripped of their artificial colors and flavors in a new product called Simply NKD. This isn’t just a flavor tweak; it’s a symbolic surrender to the growing consumer demand for shorter, more recognizable ingredient lists.

At first glance, this seems like a positive for consumers. But as the neon orange dust settles, the core question remains: will a “naked” ultra-processed food truly deliver a meaningful health upgrade? While the removal of controversial additives is a win for the ingredient-conscious shopper, this shift raises a critical debate: are food companies merely giving their processed snacks a cosmetic makeover, or is this the beginning of a real nutritional revolution?

The News: Doritos and Cheetos Go Without Artificial Colors

It is important to note that the bright orange Doritos and Cheetos that you have always known are not going anywhere. The change is not a replacement of the original, highly-pigmented snacks, but rather the introduction of a new, additive-free version. Essentially, PepsiCo realized that there is a growing trend to avoid certain chemical ingredients and additives, such as bright food dyes, and didn’t want to lose a portion of their customer base. With that, starting in December, the Simply NKD line will roll out for four of their most popular flavors: Doritos Nacho Cheese, Doritos Cool Ranch, Cheetos Puffs, and Cheetos Flamin’ Hot.

The most immediate and striking difference is the color. Without the usual petroleum-based dyes like Yellow 5, Yellow 6, and Red 40, the chips will, naturally, not look the same. Rather, they will have a much paler, more natural hue. Think of a standard tortilla chip instead of the aggressively vibrant orange we’ve come to associate with Doritos and Cheetos.

The Timeline

The Simply NKD line will be available starting in December. The line will offer the classic taste profiles, but without the synthetic colors and flavors. It’s a wise move to launch in December, as people are gearing up for various holiday parties throughout the month. PepsiCo is positioning the launch as a move that underscores its “commitment to flavor leadership,” proving that “unforgettable taste can be colorless.” This is a clear response to consumer requests and regulatory pressure, particularly from figures advocating for the removal of synthetic food dyes.

This move follows a broader industry trend where major companies like Kraft Heinz and General Mills have also committed to removing artificial dyes from their products. This reformulation is part of the larger “clean label” movement, where consumers demand transparency and simple ingredients. The company is leaning into this idea of “more choices, same flavor,” but the primary function of this change is to satisfy the consumer desire to see fewer “chemical-sounding” ingredients on the label.

The “Clean Label” Trend: Perception vs. Reality

The wellness industry is set to become a trillion-dollar industry within just a few short years. The trend is clear: consumers want products and services that leave them feeling good and that protect their health. They want labels they understand and trust. The rise of the clean label is a defining marketing trend in modern food. It capitalizes on consumer anxieties about synthetic ingredients, with shoppers often perceiving products that are “free from” artificial colors, flavors, or preservatives as inherently healthier.

To be fair, in certain aspects, they are better for you. After all, if you compare a chip that is high in fat and salt and also includes artificial food dyes and other chemical ingredients, versus one that is still high fat and high salt but doesn’t contain those other additives, the second product is better for you than the first. The problem here is that we are still comparing chips, a product that is overly processed and, yes, is still high in fat and salt.

The Truth About Health

The thing is, the clean label trend’s focus on what is taken out often distracts from the fundamental nutritional profile of the ultra-processed food itself. The new Doritos and Cheetos may be free of artificial colorants, but they remain high in sodium, saturated fat, and calories. In short, they are still very far away from being considered a healthy food choice. Experts often critique this messaging because it creates a “health halo” around the product.

What is a Health Halo?

A health halo occurs when a small, positive change – like removing a controversial ingredient – leads consumers to believe the entire product is significantly healthier than it is. We saw this, for example, in the gluten-free trend, where consumers who didn’t actually understand what gluten was began assuming that anything labeled gluten-free was good for them and they no longer needed to moderate their consumption. In fact, studies indicate that a clean label can lead consumers to underestimate the calories in a product or even justify eating more of it, perceiving a greater benefit than the reformulation actually provides.

The reality is that, as a society, our health is at greater risk due to an overconsumption of high fat, sugar, and salt foods than it is due to food dyes. CBS News medical contributor Dr. Celine Gounder put it bluntly: “The health risks really pale in comparison with the health risks of the added salt, sugar, and fat in processed food.”

The truth is that ultra-processed foods, regardless of their specific additives, are still the main health problem. They are heavily linked to a greater risk of high blood pressure, cardiovascular disease, and other diet-related illnesses, primarily because they displace more nutritious, whole foods in the diet. When people see clever marketing that positions these products as better for them than the other (in this case, NKD Doritos instead of regular), they practically lump the processed chip product into the same category as whole foods, like vegetables and whole grains. They might even be more likely to buy at eat chips more often than they were before because of this misconceived notion that they are now a health-promoting food. For a society whose leading causes of death continue to be obesity-related cardiovascular disease, diabetes, and similar illnesses, this is highly problematic.

Evaluating the Actual Health Impact

There are many people who have strong opinions on food dyes and their health impact. Do a quick search online, and you will find all kinds of claims, everything from weight gain and skin problems to cancer and autoimmune diseases. The reality is that a vast majority of these claims are based on little to no evidence at all. There are some claims against food dyes and artificial flavors that are grounded in real, proven science. For this reason, the debate over artificial colors and flavors centers on two main areas: allergy and sensitivity and behavioral effects. 

Potential Benefits of Removing Artificial Dyes

Firstly, removing food dyes can reduce the risk of sensitivity and, of course, allergic reactions. Artificial food dyes, particularly Red 40, Yellow 5, and Yellow 6, have been linked to potential allergic reactions and sensitivities in some individuals. Remove them, and these sensitivities and allergies will no longer be a problem. The second potential benefit of removing these ingredients is about behavioral concerns. A significant body of research suggests that a subset of children may experience increased hyperactivity, inattention, and other behavioral changes when consuming these dyes. For parents of sensitive children, the NKD line offers a welcome, risk-mitigating alternative. Finally, the shorter ingredient list does address consumer demand. By eliminating artificial enhancers like disodium inosinate and disodium guanylate in some cases, the total number of additives is reduced. This is in alignment with consumer demand for simplicity.

The Larger Challenge of Ultra-Processing

While removing artificial dyes is a positive step for specific, sensitive populations, it doesn’t change the fact that these are still highly refined, ultra-processed corn and cheese snacks. The biggest threat to public health from these snacks is not the dye, but the contribution of high sodium, fat, and refined carbohydrates to a poor overall diet. Remember: just because a food has fewer additives, doesn’t mean it is good for you. You can grow potatoes at home, harvest them, cut them up, and deep fry them right in your own kitchen, but this doesn’t change the fact that they are still French fries. They are still deep-fried and high in fat and calories.

The big picture here is that substituting a petroleum-based color with a plant-based color (or removing it entirely) does not address the fundamental issue of a high-consumption, highly palatable snack that offers minimal nutritional value. The primary health risk of these chips remains their high caloric density and their tendency to be consumed in large quantities, displacing healthier foods like fruits, vegetables, and whole grains. Even without the food dyes, these snack foods should still be firmly in the “in rare occasions” bucket. These chips are not something you should have in your home as a regular daily, or even weekly, snack food.

Environmental and Resource Considerations

Most of us would probably assume that switching to natural colorants and flavoring agents would have a positive impact on the environment. The reality, however, isn’t quite so straightforward. The shift from artificial to natural ingredients carries an environmental footprint that is often overlooked. Synthetic dues are chemically derived and are highly stable and efficient to produce. Natural colorants, conversely, must be extracted from plant and animal sources, often requiring significantly more resources. While this might be better environmentally on a small scale, on a scale as large as PepsiCo, this isn’t necessarily the case. The following chart lays this out simply:

For natural colors, huge amounts of agricultural resources, such as farmland, water for irrigation, and energy for harvesting and extraction, are needed to produce a small amount of colorant. For a multi-billion dollar snack business, scaling up the use of natural ingredients could place a disproportionate demand on global agricultural resources for a minimal perceived health benefit. This highlights a complex trade-off between corporate social responsibility messaging and actual resource sustainability. Essentially, the question is: is the impact that replacing artificial colorants with natural ones on public health worth the potential agricultural and environmental strain that it could cause? This is especially considering that the actual positive impact on health is much more minimal than most would like to believe.

Read More: Are Doritos Healthy? 5 Reasons to be Wary of the Famous Chip

Broader Implications: Are Ingredient Swaps Enough?

The arrival of Simply NKD Doritos and Cheetos is a clear victory for the clean lavel movement, demonstrating the power of consumer demand and regulatory scrutiny. However, it also serves as a potent illustration of the food industry’s preferred method for addressing public health concerns: reformulation over reduction. The truth is, as a whole we simply need to consume less – less chips, less processed foods, less high salt, fat and sugar foods, and consume more whole, natural foods. Of course, large food companies aren’t interested in this, as it would mean less sales for them.

Companies are incentivized to swap out single, controversial ingredients like Red 40 rather than tackling the larger challenges of reducing overall salt, sugar, and saturated fat content, or simply encouraging lower consumption of processed snacks. While the new line offers a better option for those seeking to avoid artificial dyes, it does not fundamentally shift consumer behavior or address the root causes of diet-related chronic disease.

Real, systemic change requires strategies beyond ingredient swaps. These include things such as policy interventions on portion sizes and marketing to children. It includes public health campaigns promoting whole, minimally processed foods. Finally, it requires a fundamental shift in consumer thinking away from the “health halo” and toward a holistic view of diet quality.

The Bottom Line

The “pale chip revolution” of Doritos and Cheetos launching their Simply NKD line is a meaningful commercial and ingredient-focused victory. It demonstrates that massive food manufacturers are responding to consumer concerns about artificial additives and acknowledging the growing body of evidence surrounding them. For parents of sensitive children, this is a welcome choice.

All of that said, however, the benefit must be kept in perspective. Removing a cosmetic additive does not transform an ultra-processed snack into a health food. The primary drivers of diet-related illness, which are excessive sodium, fat, and caloric consumption, remain firmly in place. While this reformulation is a small, positive step toward a cleaner label, the ultimate responsibility for a health diet rests not on the color of the snack, but on the overall balance of the grocery cart. A new color may be natural, but your diet likely still needs a larger makeover than the simple removal of these ingredients.

Read More: Does Diet Play a Role in Managing ADHD Symptoms in Children?