PepsiCo is rolling out a bold new iteration of two of its most iconic snack brands, introducing dye-free versions of Cheetos and Doritos under a new line called Simply NKD.
Set to hit U.S. retailers on December 1, the Simply NKD line includes Doritos Simply NKD Nacho Cheese and Cool Ranch, and Cheetos Simply NKD Puffs and Flamin’ Hot. What’s different? These products omit artificial dyes and artificial flavors — presenting the same crunch and bold flavor the snacks are known for, but in a less visually intense form.
Hernán Tantardini, CMO of PepsiCo Foods U.S., emphasized: “We are reinventing our iconic — and most famous — brands to deliver options with the bold flavors fans know and love, now re-imagined without any colors or artificial flavors.” Meanwhile, Rachel Ferdinando, CEO of PepsiCo Foods U.S., clarified the move: the NKD line is additive and not a replacement — meaning the familiar versions of Cheetos and Doritos will remain alongside the new offerings. +1
The launch comes amid rising consumer demand and regulatory pressure to eliminate synthetic dyes from food products. According to PepsiCo, roughly 40 % of its U.S. products still rely on synthetic colors — putting it at the center of a broader industry shift. The company first flagged its plans earlier in the year to offer versions of its snacks and other brands without artificial colors and flavors.
In practical terms, this means that the familiar vibrant orange of Flamin’ Hot Cheetos or the bright hue of Nacho Cheese Doritos will be muted — yet the company insists the taste remains unchanged. The strategy reflects PepsiCo’s effort to expand consumer choice, offering “cleaner-label” alternatives alongside its core products.
For consumers, it presents a new option: enjoy the same brand names and flavor profiles, with fewer synthetic additives. Retailers and snack lovers alike will watch whether the less-colorful approach resonates, or if the visual signature of these snacks remains too important to sacrifice.
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