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Why major food brands are ditching artificial colors?

December 22, 2025

In 2025, leading food companies like Kraft Heinz, General Mills, Nestlé, and others are committing to phase out artificial colors from their products by 2027. This shift responds to growing consumer demand for natural ingredients and clean labels, regulatory pressure, and health concerns linked to synthetic dyes. Enwave’s microwave dehydration technology helps manufacturers preserve vibrant natural colors and nutrients without synthetic additives, supporting this industry-wide movement toward cleaner, healthier foods.

What Is Driving Food Companies to Eliminate Artificial Colors

Consumers today prioritize transparency and recognizable ingredients. Scientific studies have raised concerns about artificial dyes’ links to ADHD, cancer risks, obesity, and diabetes. Regulatory initiatives, including FDA plans to phase out several petroleum-derived dyes by the end of 2026 and state-level bans, accelerate reformulation efforts. These changes push brands to seek natural, stable coloring solutions that align with health and environmental values.

Which Major Food Brands Are Leading the Move?

Kraft Heinz, Nestlé, General Mills, Conagra, and JM Smucker are among the top companies publicly announcing timelines to remove artificial colors from flagship product lines. These commitments span snacks, beverages, cereals, and more, reflecting a deep shift in food innovation focus. These companies are reformulating products to maintain appeal while meeting evolving consumer and regulatory expectations.

What Are the Most Common Natural Color Alternatives and Their Challenges?

Popular natural coloring agents include beet juice, turmeric, carotenoids, anthocyanins, and chlorophyll. Challenges with these alternatives involve:

Maintaining color vibrancy and stability over time
Avoiding off-flavors during processing and storage
Adapting manufacturing processes to protect sensitive pigments

Advanced drying technologies play a crucial role in preserving natural color and minimizing degradation during product development.

How Does Enwave’s Microwave Dehydration Support Natural Color and Nutrient Preservation?

Enwave’s patented vacuum microwave dehydration gently and uniformly removes moisture under controlled vacuum and microwave energy. This process allows:

Exceptional retention of natural colors, preventing bleaching and oxidation seen in conventional drying
Preservation of vitamins and antioxidants critical for health-oriented products
Reduced reliance on synthetic stabilizers or additives
Production of visually and nutritionally superior clean-label foods

This technology empowers brands to develop naturally colored, shelf-stable foods that meet consumer and regulatory demands.

What Does This Mean for Food Innovation and Product Development?

The transition away from artificial colors represents a major opportunity for innovation. Food developers can leverage Enwave’s drying technology to:

Create vibrant, nutrient-rich products supporting health claims
Formulate with clean labels and sustainable practices
Accelerate time to market through efficient drying and processing
Distinguish brand portfolios in competitive markets

It aligns with trends in food tech focused on transparency, nutrition, and sustainability.

Frequently Asked Questions About Artificial Colors and Natural Alternatives

Why are artificial colors being phased out?

Health concerns and regulatory changes are prompting brands to remove these additives to meet consumer preferences and legal requirements.

What natural colors are most stable?

Pigments like carotenoids and anthocyanins are common but require careful processing to maintain color integrity.

How does drying technology impact color retention?

Gentle, rapid drying like Enwave’s vacuum microwave dehydration preserves pigments better than traditional heat drying.

Can Enwave’s technology be integrated into existing production lines?

Yes, it is scalable and adaptable to various product types and production volumes.

Embrace Clean Label Color Innovation

The move to eliminate artificial colors signals broader food industry transformation toward health and transparency. Enwave invites brands and manufacturers to partner in harnessing innovative microwave dehydration technology that enhances natural color, nutrient retention, and product quality. Together, we can support the clean-label revolution with superior food drying technology. Contact us to to get started.