PepsiCo Announces ‘MAHA’ Makeovers for Doritos and Cheetos

PepsiCo is making waves in the snack industry with a bold new initiative to revamp its most beloved brands.

The company has declared its intent to strip artificial colors and flavors from fan favorites like Doritos and Cheetos, a rebranding effort CEO Ramon Laguarta refers to as the transition to “naked” or “NKD” snacks.

In an interview with Yahoo Finance, Laguarta expressed concern over what he calls a “deficiency of fiber” among American consumers, signaling a shift toward more nutritious options. He stated, “Fiber will be a big trend. Consumers in the United States have a deficiency of fiber, and we’re innovating in fiber.”

As noted by Fox News, the revamped Doritos and Cheetos will forego artificial flavors and colors entirely. This change aligns with an April announcement from the U.S. Department of Health and Human Services, which committed to collaborating with industry leaders to rid the food supply of petroleum-based dyes by the end of next year.

These dyes include Red 40, Yellow 5, and Yellow 6, common culprits in products like Doritos Nacho Cheese and Cheetos.

Board-certified dietitian Kendall Mackintosh has pointed out that such additives have been linked to various health issues, including inflammation and hyperactivity. Fox News reported that a review of 27 clinical trials indicated that nearly 64% of them found behavioral problems in children associated with artificial dyes.

Mackintosh expressed her optimism about this change, citing a broader movement inspired by Health Secretary Robert F. Kennedy Jr.’s “Make America Healthy Again” initiative. “Consumer demand is driving this shift — when we stop buying these products, companies are forced to change,” she remarked.

Laguarta mentioned that similar transformations are anticipated for other PepsiCo products, including Lay’s and Tostitos, which will be relaunched with fresh, ingredient-focused packaging by the year’s end. Gatorade is also slated to phase out artificial ingredients in the coming years.

The company plans to enhance its offerings with avocado and olive oil and aims to ensure that all Lay’s chips sold in the U.S. are free from artificial flavors and colors by the end of this year.

In April, FDA Commissioner Marty Makary urged food companies to replace petrochemical dyes with natural alternatives, following successful practices in Europe and Canada, stating, “We have a new epidemic of childhood diabetes, obesity, depression, and ADHD. Given the growing concerns about the potential roles of these dyes, we should prioritize safeguarding children’s health.”

Kennedy emphasized the lack of nutritional value in these dyes, labeling them as “poisonous compounds that pose real, measurable dangers to our children’s health and development.”

This piece originally appeared on The Western Journal.