FDA Redefines “No Artificial Colors” Label That Millions of Shoppers Rely On

For years, the phrase “no artificial colors” has acted as quiet reassurance in supermarket aisles, suggesting a product closer to nature and further from the lab. This week, that familiar promise took on a new meaning, one that could subtly reshape how consumers interpret what ends up in their carts.

On February 5, the U.S. Food and Drug Administration announced that food manufacturers may now use the claim “no artificial colors” even if their products contain added colorings, provided those colorings are derived from natural sources and not from petroleum based dyes. Under the previous approach, the claim was generally reserved for foods that contained no added colors at all.

FDA Commissioner Marty Makary said the shift was intended to remove confusion and encourage companies to move toward alternatives. According to the agency, labeling colors from natural sources as artificial created an obstacle for manufacturers seeking to replace synthetic dyes with plant or algae based options.

A Policy Shift That Redefines a Familiar Label

Alongside the labeling update, the FDA approved beetroot red, a coloring derived from beets, and expanded the permitted uses of spirulina extract, sourced from algae. These additions bring the total number of new food color options approved under the current administration to six, expanding the palette available to manufacturers reformulating their products.

The agency framed the move as part of a broader effort to help companies phase out petroleum based dyes such as Red 40, Yellow 5, and Blue 1. By clarifying that colors derived from natural sources do not count as artificial for labeling purposes, regulators say they are smoothing the path toward change.

Critics, however, argue that the redefinition risks muddying the waters. Brian Ronholm, director of food policy at Consumer Reports, contends that allowing products with added color to carry the “no artificial colors” claim may mislead consumers who equate the phrase with the absence of any coloring at all. He also noted that the agency issued the update through an enforcement discretion letter rather than through the traditional rulemaking process that includes public comment.

What “No Artificial Colors” Means Now in the Grocery Aisle

Under the new interpretation, “no artificial colors” no longer means a product is free of added color. It now refers strictly to the source of those colors. If the pigments come from beets, algae, or spices, the claim may appear on the package. If they come from petroleum derived dyes, it may not.

This distinction shifts the burden of scrutiny to the ingredient list. Shoppers who wish to avoid added color entirely must look beyond the front of the package and examine the fine print to determine what has been included. The headline claim alone no longer tells the full story.

The timing adds another layer of complexity. Data from CivicScience in 2025 found that nearly 80 percent of U.S. adults support removing synthetic dyes from food, and almost half say artificial colors and flavors influence their purchasing decisions. At the same time, more than 20 states are considering legislation to restrict or ban certain dyes, while major brands race to reformulate.

A Transition Period That May Test Consumer Trust

Several industry giants have already pledged to eliminate synthetic dyes. Kraft Heinz and General Mills have committed to removing them from their U.S. products by the end of 2027.

PepsiCo has announced plans to phase them out of select brands such as Gatorade, Cheetos, Lay’s, and Tostitos by the end of 2026.

That gap between expectation and definition is where confusion is most likely to flourish. In a marketplace where front of package language often guides quick decisions, the redefinition of a simple phrase underscores how much power rests in the fine print.