How Big Brands Are Approaching Natural Color Conversion

Some brands are taking a comprehensive approach, removing synthetic dyes from all U.S. products.

Other brands are prioritizing natural color conversion in select, targeted category portfolios.

Prompted by early state-level bans on synthetic dyes in food sold in schools, companies quickly transitioned their school food service portfolio to natural colors prior to reformulating the remainder of their portfolios.

Some brands are phasing their natural color conversion strategy to reformulate individual product lines sequentially.

A few brands are launching a naturally colored version alongside their traditional artificial options.

Another group consists of companies waiting and monitoring market/competitor momentum before determining their strategy.

While this cautious approach seems safe, the “wait-and-see” approach carries significant risk. By delaying action, these companies risk falling behind the market curve, making future transition efforts reactive rather than strategic.

Reactive approaches often lead to compressed timelines that could force rushed stability, shelf-life, and sensory testing.

Late adopters could also face limited supply that competitors have already contracted with color suppliers. Furthermore, they risk losing market share and/or shelf space to proactive competitors who have already secured consumer and retail loyalty as first movers.