PepsiCo is advancing a significant shift towards cleaner, more natural snacks by introducing versions of popular products like Cheetos and Doritos without artificial colours or flavours. This move forms part of a larger health-conscious strategy the company unveiled in its recent earnings report. Alongside these changes, PepsiCo plans to rebrand its Lay’s and Tostitos lines to highlight their simple ingredient profiles, focusing on just potatoes, oil, and salt, with an emphasis on natural, clean-label positioning.

The company’s CEO, Ramon Laguarta, explained that this initiative is driven by evolving consumer preferences and increasing regulatory scrutiny. He highlighted that more than 60% of PepsiCo’s U.S. food portfolio is already free from artificial colours, a figure expected to rise as Lay’s and Tostitos eliminate synthetic dyes by the end of 2025. This proactive trend aligns with the federal "Make America Healthy Again" campaign, championed by U.S. Health Secretary Robert F. Kennedy Jr., aiming to phase out petroleum-based artificial dyes such as FD&C Red No. 40 and Yellow No. 5 from the food supply.

Beyond purging artificial ingredients, PepsiCo plans to enrich its snack offerings with healthier oils, such as avocado and olive oil, across its Frito-Lay and Quaker brands starting later this year and continuing into 2026. The company is also fortifying certain products with protein, fibre, and whole grains, underscoring its drive towards functional nutrition. Selected snacks like PopCorners and Quaker items will initially feature protein enrichment before this approach is extended to larger brands.

This transition also extends to beverages, with PepsiCo exploring the liquid protein market and remaining open to increasing cane sugar-sweetened options should consumer demand dictate. Laguarta described the company’s approach as a careful balance - staying close to consumer trends without pushing too far ahead, aiming to keep the products relevant while innovating in a health-forward direction.

PepsiCo’s initiative mirrors a broader industry momentum as other giants like Nestlé, Hershey, and Kraft Heinz have announced similar commitments to eliminate synthetic additives and embrace whole-food ingredients. The company already operates a Simply line featuring natural versions of its best-known snacks, but now intends to scale up these options across its mainstream portfolio.

As governments and consumers intensify their calls for transparency and wellness, PepsiCo’s comprehensive realignment, from reformulating recipes to rebranding major snack lines, may well set a precedent for other multinational food corporations navigating the future of clean-label consumerism and regulatory compliance.