- The FDA just redefined the term “no artificial colors,” now allowing companies to use it on foods containing colors derived from natural sources, as long as they’re not petroleum-based.
- Critics argue the change may mislead consumers, since products with added colorings can still make the “no artificial colors” claim under the new policy.
- The move comes as major food brands work to eliminate synthetic dyes and states consider bans, potentially causing confusion while reformulations are still in progress.
The phrase “no artificial colors” on a food label used to mean one thing. As of this week, it means something different — and the shift could change how shoppers interpret what they’re buying.
On February 5, the U.S. Food and Drug Administration (FDA) announced that companies may now use the claim “no artificial colors” on products containing colorings derived from natural sources, provided those products do not include petroleum-based colors. Under the previous policy, companies were generally allowed to make that claim only when their products contained no added color at all, regardless of whether the source was synthetic or natural.
“We acknowledge that calling colors derived from natural sources ‘artificial’ might be confusing for consumers and a hindrance for companies to explore alternative food coloring options,” Marty Makary, FDA commissioner, said in a statement. “We’re taking away that hindrance and making it easier for companies to use these colors in the foods our families eat every day.”
Alongside the labeling change, the FDA approved beetroot red, a new color option derived from beets, and expanded the permitted uses of spirulina extract, an existing additive sourced from algae. Those approvals bring the total number of new food color options approved under the current administration to six, giving manufacturers more alternatives as they work to replace synthetic dyes like Red 40, Yellow 5, and Blue 1.
Brian Ronholm, director of food policy at Consumer Reports, says the process itself is part of the problem. “This new policy will mislead consumers because it will allow food companies to label synthetic-derived color as ‘not artificial,'” says Ronholm. “This is a gift to industry.” He notes that the FDA’s decision to bypass traditional regulatory channels avoided the public comment process that would have invited significant pushback.
“[The] troubling part of this announcement is that the FDA is essentially making a policy change through a letter to industry, which is highly unusual,” says Ronholm. “Had they gone through traditional regulatory channels that included the submission of public comments, the FDA would have been subject to significant criticism for abandoning their commitment to eliminate synthetic dyes.”
What the FDA’s “No Artificial Colors” update means at the grocery store
The FDA’s labeling change reshapes how one of the most familiar front-of-package claims is used. Here’s how “no artificial colors” should be read now when you’re scanning shelves.
- “No artificial colors” no longer means color-free. Products can contain added color as long as it comes from “natural sources” such as beets, algae, or spices.
- The claim now refers to the source — not the presence — of color. Foods made with petroleum-based dyes such as Red 40, Yellow 5, and Blue 1 may not use the claim, while foods colored with additives derived from “natural sources” may.
- The ingredient list matters more than the front label. Shoppers who want to avoid added colors altogether should review the ingredient list to identify which color additives are present.
The FDA issued the change in an enforcement discretion letter, which does not require the public comment process that typically accompanies formal labeling rules. According to CivicScience data from 2025, nearly 80% of U.S. adults support the FDA’s effort to remove synthetic dyes from food, and nearly half say artificial colors and flavors influence their purchases. To most shoppers, “no artificial colors” signals a “cleaner” product — but under the new policy, that phrase now applies to a broader range of ingredients.
Kraft Heinz and General Mills have each pledged to remove synthetic dyes from their U.S. products by the end of 2027. PepsiCo has committed to removing them from some of its major snack and beverage brands — including Gatorade, Cheetos, Lay’s, and Tostitos — by the end of 2026.
More than 20 states have introduced or are considering legislation to ban or restrict artificial dyes. The labeling change comes before that reformulation work is complete, meaning the claim could show up on packages while the ingredients inside are still being swapped out.
That gap — between what the label now says and what shoppers believe it means — is where the confusion is most likely to take hold.
