PepsiCo Launches ‘Naked’ Cheetos and Doritos Free of Artificial Flavor and Coloring
PepsiCo is rewriting the rules of snack time. After decades of iconic neon-orange dust and bold engineered flavors, the company is steering two of its most recognizable brands, Cheetos and Doritos, into cleaner, dye-free territory. The shift arrives as consumer expectations evolve and food regulations tighten, signaling a major moment of reinvention for the snack aisle.
A New Look for Familiar Snacks
The company’s new Simply NKD line strips away all artificial flavors and dyes while promising the same crunch and intensity fans know. The collection includes four varieties, such as Simply NKD Nacho Cheese and a reformulated Flamin’ Hot version that looks far paler than the fire-red original.
How Fast the Transformation Happened
PepsiCo says the reformulation came together in just eight weeks, an unusually rapid turnaround for a national product release. Research-and-development teams worked under pressure to lock in the signature Cheetos and Doritos taste without relying on the artificial additives that helped define them for decades. The company describes the sprint as an exercise in balancing nostalgia with innovation, aiming to deliver “the same joy—just without added color.”
What’s Actually Inside the Bag
While the new chips aren’t colorless, they contain noticeably fewer synthetic ingredients. Beyond removing artificial dyes, PepsiCo eliminated flavor enhancers such as disodium inosinate and disodium guanylate—additives commonly used to intensify savory notes. The resulting chips are simpler, shorter in ingredient list, and designed to appeal to shoppers who increasingly value transparency over theatrics.
Why PepsiCo Is Doing This
The shift arrives amid a significant cultural and regulatory push to reduce synthetic dyes in packaged foods. Lawmakers in several states have proposed restrictions or warning labels for petroleum-based colorants, and the Trump-era “Make America Health Again” initiative publicly urged large manufacturers to move toward natural dyes or phase them out altogether. Competitors including Kraft Heinz and General Mills have begun similar changes, signaling a sweeping shift across the food industry.
The Original Chips Aren’t Going Anywhere
A twist that many consumers may miss is that this new line does not replace the originals. PepsiCo is keeping classic Doritos and Cheetos on shelves for fans who prefer the bolder colors and long-familiar taste. Instead, the NKD varieties serve as an additive option—an alternative that broadens the snack portfolio without forcing loyalists to choose between flavor and cleaner ingredients. It’s a strategy that lets PepsiCo capture new audiences without alienating its base.
A Subtler Twist Than Expected
The “naked” branding suggests something dramatic, yet the biggest visible difference is the lighter, more natural color of the chips themselves. For longtime fans, especially those devoted to the bright hues of Flamin’ Hot, the paler shade may come as a surprise. PepsiCo frames the shift as a return to flavor-forward snacking, an invitation to focus on taste and texture rather than the visual punch of artificial dyes.
Consumer Reaction and Growing Curiosity
With products rolling out to stores nationwide, PepsiCo expects mixed reactions. Health-focused shoppers may welcome the cleaner ingredient list, while others might approach the change with skepticism, wondering whether the chips still deliver the same heat and intensity. The company insists they do and has priced the NKD line identically to its classic offerings to remove economic barriers to trying something new.
What the Push Means for the Snack Industry
The NKD line reflects a broader transformation in how consumers view processed foods. Parents are increasingly cautious about synthetic dyes, especially in products marketed to kids, while younger shoppers gravitate toward foods with fewer artificial components. Research cited in coverage of the launch notes that nearly one in five packaged foods still contains synthetic dyes, particularly those aimed at children. PepsiCo’s move suggests that even the most iconic brands can’t ignore the clean-label shift.
What Comes Next
PepsiCo hints that this launch marks only the beginning. Company executives describe NKD as the “first step in a snacking revolution,” suggesting that more dye-free or simplified ingredient lines may follow. If Cheetos and Doritos, two of the most recognizable and color-dependent snacks in American culture, can be successfully reinvented, the company argues, the rest of its portfolio could be next.
