The Scoop: How Kraft Heinz is positioning move away from synthetic dyes

Kraft Heinz released a statement on Tuesday saying they would eliminate Red 40 and other unnatural colors from their products by 2027.

As part of its “Make America Healthy Again” agenda, the Trump administration has condemned the use of several synthetic dyes for alleged health-related issues, despite being deemed safe by federal regulators for decades, putting pressure on companies to address the issue.

The Wall Street Journal reports that the Pennsylvania-based ketchup company stated this week: “The vast majority of our products use natural or no colors, and we’ve been on a journey to reduce our use of (Federal Food, Drug and Cosmetic Act) colors across the remainder of our portfolio.”

Kraft Heinz further added that 90% of their products do not contain synthetic dyes and that they eliminated artificial colors in their mac and cheese nearly a decade ago.

Products that currently use synthetic dyes include Jell-O, Jet-Puffed, Crystal Light and Heinz Relish.

“For most products, Kraft Heinz said it can replace artificial colors with natural ones,” according to the article. “With existing colors harder to re-create naturally, like greens and blues, the company said it would replace those with other colors. In products where color isn’t critical, Kraft Heinz will remove them entirely.”

Why it matters: As one of the most recognizable brands in the U.S., it’s important that Kraft Heinz got out in front of this concern and showed how it is paying attention to evolving consumer behavior.

The brand also took the opportunity to reiterate that the majority of its products are dye-free, therefore affirming that Kraft Heinz prioritizes quality.

Further, Kraft Heinz potentially averted a crisis by getting their message out early and with clarity.

While the organization works to remove dyes over the next year and a half, what matters is that they addressed the issue head-on, with a plan that spoke to both governmental and consumer concern.

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Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.