PepsiCo to launch Cheetos and Doritos versions without artificial colors, flavors

PepsiCo plans to offer versions of Cheetos and other popular brands without artificial colors and flavors while expanding its use of avocado and olive oil, a response to growing consumer and regulatory pressure to remove synthetic additives and seed oils.

The food and beverage giant said it intends to offer extensions of Cheetos and Doritos that contain no artificial colors or flavors, according to its second-quarter earnings report. PepsiCo also plans to reposition its Lay’s and Tostitos brands to highlight their lack of synthetic additives.

PepsiCo CEO Ramon Laguarta told analysts the company is also aiming to “elevate the real food perception” of its Lay’s chip brand later this year as a simple and natural snack with only potatoes, oil and salt, while employing a similar slimmed-down strategy with Tostitos. It’s also looking to fortify more products with protein, fiber and other popular ingredients.

The product changes are not only impacting PepsiCo’s snacks but also its beverages, with Laguarta saying it is going to enter the “liquid protein space.

Food companies are under pressure from Health and Human Services Secretary Robert F. Kennedy Jr. and the White House’s “Make America Healthy Again” campaign to remove synthetic colors and turn to better-for-you ingredients. Several companies, including Nestlé, Hershey and Kraft Heinz, have announced plans to remove artificial dyes from their products.

Companies are also being encouraged to use more clean-label ingredients. President Donald Trump claimed on social media that Coca-Cola agreed to use cane sugar in U.S. Coke products.

PepsiCco is not opposed to using sugar in more beverage products if consumers ask for it, Laguarta said. It already offers a version of its signature cola sweetened with sugar.

In April, Laguarta said the snacking giant will be “accelerating” its transition to natural ingredients. He told analysts at the time that PepsiCo plans to have transitioned “all the portfolio into natural colors or at least provide the consumer with natural color options” in the next “couple years.”

PepsiCo already offers Ruffles, Cheetos, Doritos and Tostitos without artificial colors or flavors under its Simply banner.

Beyond removing synthetic additives, PepsiCo is looking to address growing consumer demand for protein and other ingredients with perceived health benefits.

Later this year and into 2026, the company will expand the use of avocado or olive oil in some Frito-Lay and Quaker brands and enhance other products with protein, fiber and whole grains. It highlighted PopCorners, Quaker snacks and eventually some of its larger brands where it could add protein offerings.

“This is a journey of following the consumer, trying to be a little bit, maybe one step ahead of the consumer, but not too many steps,” he said. “And it applies to both beverages and food.”