PepsiCo is launching a new “Simply NKD” line of Cheetos and Doritos that removes artificial dyes while keeping the original flavors, according to Kristina Peterson of Bloomberg. The snacks, which appear pale yellow instead of the brands’ signature bright colors, aim to appeal to health-conscious consumers without changing taste. The NKD line, arriving in US stores by December 1, leaves no orange residue on fingers, contrasting with the traditional versions, leaving us to wonder who has been eating all the Cheetos. The move is part of PepsiCo’s broader push for transparency, “clean label” snacks, and healthier options, amid activist investor pressure and declining sales in its North American food division. Peterson writes:
A new line of Cheetos and Doritos won’t leave anyone’s fingers orange.
PepsiCo Inc. is introducing “naked” versions of its popular snacks that strip out artificial dyes as part of its push to boost healthier options. The offerings — marketed as “Simply NKD” — don’t have any added colors, leaving them a natural pale yellow instead of the bright hues for which the brands are known. […]
Food companies have been swapping synthetic dyes for natural colors amid pressure from Health Secretary Robert F. Kennedy Jr. and the “Make America Healthy Again” movement he leads. PepsiCo already has a Simply line that includes Doritos and Cheetos without artificial dyes, but they are in slightly different flavors from the original versions. The NKD line tries to replicate the same flavor of the traditional snacks but without any added coloring. […]
For fans of the original Doritos and Cheetos, which are still being made, these versions will be quite a change when they arrive in US stores by Dec. 1. The NKD Flamin’ Hot Cheetos are a pale yellow that leave a white dust on fingers, unlike the deep orangey-red of traditional spicy Cheetos. Similarly, a NKD Nacho Cheese Dorito looks like a traditional corn chip and leaves no orangey smudge.
PepsiCo tested the NKD line with expert tasters trying the chips under special red lights that prevented them from seeing the color of the chip. […]
“We see that consumers’ preferences are moving toward fewer ingredients, more alternative options, so we don’t see it as a risk,” she said.PepsiCo developed the chips in about eight weeks, according to Ferdinando. The company has been moving swiftly to broadly overhaul its portfolio and offer more options for health-conscious consumers, including products with more protein and “clean labels” with shorter ingredient lists.
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