Major food brand pledges historic change to U.S. products

Kraft Heinz, one of the most recognizable names in American kitchens, is making a major shift in what goes into its products and what’s being taken out.

In a move aimed at improving transparency and nutrition, the company announced Tuesday it will no longer launch any new U.S. products that contain artificial FD&C (Food, Drug & Cosmetic) colors, effective immediately. The company is also committed to removing all remaining FD&C colors from its existing product lineup before the end of 2027, according to Kraft Heinz.

While nearly 90% of Kraft Heinz products sold in the U.S. (measured by net sales) are already free of artificial colors, the company said it has spent years quietly preparing for this shift. The preparation has included more than 1,000 recipe overhauls to reduce sugar, salt and saturated fat, while also boosting protein and fiber, the company said.

To eliminate FD&C dyes, Kraft Heinz says it’s applying a three R approach: Removing colors where unnecessary, replacing them with natural alternatives when possible and reinventing new shades when natural matches don’t exist.

“We’re focused on providing nutritious, affordable and great-tasting food for Americans, and this is a privilege we don’t take lightly,” Pedro Navio, President of Kraft Heinz North America said in a statement. He noted the company already removed artificial colors and preservatives from Kraft Mac & Cheese in 2016, and Heinz Ketchup has always gotten its iconic red hue from tomatoes—not dyes.