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PepsiCo Unveils “Simply NKD” Snacks: A Colorless Revolution?
PepsiCo announced on Thursday that its popular Cheetos and Doritos brands will soon offer “colorless” alternatives, marking a significant shift in the snack industry. The company stated in a press release that these new products, dubbed “Simply NKD,” will be crafted without artificial flavors or dyes.
Hernán Tantardini, PepsiCo’s chief marketing officer, expressed enthusiasm for the new line, stating, “No color, no artificial flavors, same intensity – that’s Simply NKD. Doritos and Cheetos are pioneering a snacking revolution, or a renaissance, if you will. We are reinventing our iconic – and most famous – brands to deliver options with the bold flavors fans know and love, now reimagined without any colors or artificial flavors.”
This product launch comes amidst growing pressure from federal regulators. U.S.
Health Secretary Robert F. Kennedy Jr. has indicated that the government plans to phase out petroleum-based synthetic dyes in the nation’s food supply by the end of next year.
Additionally, concerns from parents and some scientists regarding the potential harm of food dyes to children have been increasing, a link the Food and Drug Administration (FDA) is currently monitoring but has yet to definitively establish. Notably, PepsiCo’s announcement did not directly address these upcoming regulations or the broader concerns surrounding food dyes.
While described as “colorless,” images released by PepsiCo reveal that the Simply NKD snacks will not be entirely devoid of color. Instead, they will feature a pale yellow hue, similar to traditional corn chips.
The Simply NKD range will be available in popular Doritos Nacho Cheese and Cool Ranch flavors, as well as Cheetos Puffs and Flamin’ Hot varieties. Consumers can pre-order these new snacks immediately, with an in-store availability date set for December 1st.
PepsiCo concluded its announcement with a hint of future innovations, stating, “If we can reinvent Doritos and Cheetos, imagine what’s next.”