PepsiCo is transforming some of its most iconic snack brands, including Doritos and Cheetos, under a new health-focused initiative branded “naked” or “NKD” snacks.
The company announced Friday that these products will no longer contain artificial colors or flavors, a change CEO Ramon Laguarta says is driven by U.S. consumers’ increasing concern for healthier ingredients and greater dietary fiber.
Speaking to Yahoo Finance, Laguarta stressed that fiber remains a critical focus for the company’s product innovation.
“Consumers in the United States have deficiency of fiber, and we’re innovating in fiber,” he said.
The updated Doritos and Cheetos recipes will eliminate synthetic dyes, including Red 40, Yellow 5 and Yellow 6, which are among the most common additives in snack foods, The Western Journal reports.
The initiative coincides with a directive from the U.S. Department of Health and Human Services announced in April, urging food manufacturers to remove petroleum-based dyes from the American food supply by the end of 2026.
FDA Commissioner Marty Makary highlighted the health risks associated with these synthetic additives, linking them to childhood obesity, diabetes, attention-deficit hyperactivity disorder and mood disorders.
Experts have applauded PepsiCo’s reformulation.
Board-certified dietitian Kendall Mackintosh explained that artificial colors have been associated with inflammation, oxidative stress and behavioral changes in children.
She cited a review of 27 clinical trials, finding roughly 64 percent of studies suggested a connection between synthetic dyes and altered behavior.
Mackintosh praised the company for aligning its initiative with HHS Robert F. Kennedy Jr.’s “Make America Healthy Again” campaign.
PepsiCo is also enhancing the nutritional profile of its products by incorporating healthier oils such as avocado and olive oil.
Lay’s chips in the United States will be entirely free of artificial colors and flavors by the end of 2025, while additional products—including Tostitos and Gatorade—are scheduled for similar ingredient-focused updates in the following years.
The reformulation also extends to protein-enriched snack lines aimed at increasing satiety and supporting muscle recovery, according to Fox News.
Experts like Mackintosh and registered dietitian Erin Palinski-Wade emphasize careful attention to protein sources, recommending whole-food options over heavily processed and artificially flavored formulations.
Industry analysts note that PepsiCo’s shift reflects a broader trend among food manufacturers emphasizing transparency, nutrition and responsiveness to public health concerns.
By reformulating products, the company addresses parental and regulatory concerns while also meeting rising consumer demand for cleaner, healthier snacks.
Through removing synthetic dyes, expanding natural ingredients and introducing protein-focused options, PepsiCo positions its iconic snack brands as safer and more nutritionally appealing.
The NKD initiative demonstrates the company’s proactive approach to innovation, responding to evolving dietary trends while encouraging industry-wide adoption of healthier snack alternatives.
As Americans increasingly scrutinize diet quality, PepsiCo’s combination of fiber-focused innovation, cleaner recipes and functional snack options may set a precedent for other major food brands.
The strategy highlights the balance between meeting health-conscious consumer expectations and maintaining the flavor and appeal that have made these snacks household staples.
