Candy makers worry timeline to remove artificial dyes too ‘aggressive’

INDIANAPOLIS — Some of the largest candy and snacking firms are concerned a Trump administration push to phase out petroleum-based synthetic dyes in the U.S. food supply by the end of 2026 is too aggressive, especially as companies struggle to receive regulatory guidance on the proposal. 

While the FDA is not yet banning most artificial dyes, the federal agency has put pressure on manufacturers to reformulate products or to begin outlining ways to replace the colorings in thousands of products where they have been a staple for decades. 

The agency in April said removing artificial colors, which are found in everything from hard candies and cereal to cakes and sports drinks, would be a key step toward improving the health of the food supply. Last month, the agency approved three new color additives made from flowers, algae and other natural sources, expanding options for the food industry to move away from artificial dyes.

Blair Klein, vice president of institutional affairs and corporate communications at Nerds and Laffy Taffy maker Ferrara, said the timeline to transition to natural colors is “aggressive” based on conversations the company has had with suppliers about whether these replacements exist and if they are available.

“It’s going to be a heavy lift for the whole category,” Klein said on the sidelines of the recent Sweets & Snacks Expo. 

Christopher Gindlesperger, who heads communications for the National Confectioners Association, the trade group that represents sweets and snacks makers, said companies need more time to figure out how to move from synthetic to natural colors. 

Companies need to assess how the transition will impact a product's price, shelf life and packaging, and ensure that their suppliers have enough of the ingredients needed. Some consumers also are allergic to natural colors, which could further complicate the transition.

There is uncertainty as to how consumers will respond to vibrant, recognizable colors being removed from their favorite products, Gindlesperger said.

Some prior changes, most notably General Mills’ decision to reformulate Trix cereal in 2016 with natural colors, led to a drop in sales after consumers complained. General Mills brought back the classic cereal with artificial colors a year later.

“We don’t know how this will all pan out because it’s still early,” Gindlesperger said.

Snack companies and the National Confectioners Association said the industry already was making meaningful progress in shifting to natural colors even before the FDA announcement in response to consumer demand for products with cleaner-label ingredients.

These groups reiterated that any additional changes by the government should be science and data-driven, and they will comply with the regulatory guidance that’s in place.

A race to reformulate? Or a slow walk? 

While some food and snack manufacturers are moving full speed ahead on the transition to natural colors, other companies are taking more of a wait-and-see approach to get a better sense of where regulation is headed.

Ferrara, which also makes candies like Atomic Fireballs and Brachs, has a task force to assess what’s needed to meet all federal regulations and local laws, including those pertaining to food dyes. West Virginia’s governor signed into law a bill in March that restricted seven artificial dyes from food products, and several other states have introduced similar legislation aimed at additives such as colors.

Less than half of Ferrara's portfolio currently uses colors from natural sources, including its Black Forest and Funables fruit snacks, as well as SweeTarts ropes.

“We are working to be ready for what is to come,” Klein said. “We make a lot of different products, and we need to understand the path moving forward of … what we can use and what we can’t. We just have to understand how the decisions are being applied, especially as we’re coming out every year with new products.”

Bazooka Brands, the maker of its namesake gum and other sweets, similarly expressed concerns about the impact to future product development. The company is keeping “a close eye” on how regulation potentially unfolds, said Becky Silberfarb, vice president of marketing. 

“We definitely want to be ahead of things,” Silberfarb said. “We just try to keep our innovation pipeline in mind with that.”

The FDA said phasing out artificial dyes before 2027 is voluntary, but government officials have hinted they could ramp up pressure on food makers to incentivize them to act. The FDA did not respond to multiple requests seeking comment. 

“I believe in love, and let’s start in a friendly way and see if we can do this without any statutory or regulatory changes, but we are exploring every tool in the toolbox to make sure this gets done very quickly,” FDA Commissioner Marty Makary said at an April press conference.

Despite regulatory uncertainty, some companies are beginning to take steps to transition toward natural colors. 

Tiffany Menyhart, Hershey’s chief customer officer, said while the confection and salty snacks maker waits for more information about what’s expected from the Trump administration, the company is “testing” natural color options in some of its products behind the scenes and is “already quite ahead in this space.” 

Hershey is looking “across the board” at its portfolio for places where it can convert to natural colors, with some of its gummies and hard candy offerings likely commanding the most attention, Menyhart said. 

Many snack makers have started transitioning away from artificial dyes in response to consumer demand. 

Hershey not only reformulates products to meet government regulations but to address consumer needs and requests, Menyhart said.

Snacking giant Kellanova estimated 80% of its North American portfolio is free from artificial colors. But some Pop-Tarts and versions of its Rice Krispies Treats with sprinkles still use synthetic dyes, said Andrew Lorden, senior director of sweet snacking innovation.

Kellanova is among companies aggressively working to find alternative ingredients that deliver the taste and texture expected by its consumers and that the company will be compliant with new regulations.

“We’re talking to suppliers and really getting that kind of planned attack ready to go,” Lorden said. “Definitely having that firm deadline pushes you to move fast.”