American food giant PepsiCo announced that Cheetos and Doritos will add new options without artificial flavors and dyes. The company is branding the line “Simply NKD,” and the chips will be colorless. The rollout tracks with recent federal pressure on ultra-processed foods.

Hernán Tantardini said, “No color, no artificial flavors, same intensity — that’s Simply NKD. Doritos and Cheetos are pioneering a snacking revolution, or a renaissance, if you will.”

Hernán Tantardini said, “We are reinventing our iconic — and most famous — brands to deliver options with the bold flavors fans know and love, now reimagined without any colors or artificial flavors.”

PepsiCo Foods US CEO Rachel Ferdinando told customers that longtime favorites are not going away. The new line is an add-on for shoppers who want cleaner labels. The company framed it as more choice, not a swap-out.

Rachel Ferdinando said, “Rest assured, our iconic Cheetos and Doritos remain unchanged. NKD is an additive option, not a replacement, introduced to meet consumer demand,”

Rachel Ferdinando said, “As part of our broader transformation, we are expanding choices while still protecting our iconic brands. More choices, same flavor, same brand power.”

The new Doritos options include Nacho Cheese and Cool Ranch. Cheetos will feature Puffs and Flamin’ Hot. The company says Simply NKD starts appearing on store shelves beginning Dec. 1, with pre-orders already open in some channels.

Officials in Washington have pressed the industry on dyes and additives. Health and Human Services Secretary Robert F. Kennedy Jr. has made the Make America Healthy Again campaign a signature push. His team has met with food company leaders to encourage the removal of dyes from popular snacks.

The MAHA Commission released a report earlier this year that zeroed in on the role of ultra-processed foods in American diets.

The MAHA Commission report said, “Most American children’s diets are dominated by ultra-processed foods (UPFs) high in added sugars, chemical additives, and saturated fats, while lacking sufficient intakes of fruits and vegetables,”

PepsiCo’s move lines up with that pressure. It gives the market a test: can the same flavors sell without the bright colors and lab-made notes. The company is betting that brand power and taste loyalty will carry the new line.

For parents, this change comes to the snack aisle where kids make decisions with their eyes. Colorless chips are a challenge to old habits, but they also remove a big barrier for families trying to cut dyes without giving up favorites.

Retailers are likely to highlight the new bags at launch. Expect endcaps, sample pushes, and online promos. If sales hold, more flavors could follow.

This is also a signal to other manufacturers. When a global player offers dye-free versions of flagship products, competitors face a choice: match the standard or risk losing share to shoppers scanning ingredients.

The timeline matters. With products hitting shelves at the start of the month, early feedback will arrive fast. Social media taste tests will shape first impressions and push the company to tune seasoning blends if needed.

For policymakers, industry movement helps reduce the need for heavier regulation. Voluntary changes that meet consumer demand can shift the market quicker than formal rulemaking.

Kennedy’s camp has stressed that better choices should be affordable and widely available. That means scaling production and keeping prices close to the originals. If the gap is small, adoption could be broad among families watching budgets.

Long term, the question is whether “clean” lines become the default. If the no-dye versions sustain volume, brands may phase them into more stores and events. Stadiums, schools, and vending networks could be next.

For now, shoppers will get a clear choice with familiar names. The labels change. The promise is the flavor does not. The shelves will tell the story within weeks.