Countdown to colour change: A food technologist’s guide to dye-free reformulation

The move follows the US Food and Drug Administration’s recent decision to ban Red Dye No 3, citing concerns over its potential carcinogenicity.

While Red 3 is now officially prohibited in food, the broader call to voluntarily remove all petroleum-based synthetic dyes signals a sweeping shift in regulatory posture.

Though not all dyes are banned outright, the guidance mirrors a growing wave of state-level legislation aimed at limiting artificial colorants due to potential health concerns, especially among children exposed to high doses.

At a glance, swapping synthetic dyes for natural ones may appear simple. In reality, the process is anything but. Reformulation poses serious hurdles – technical, logistical and financial – across virtually every product category that relies on bright, stable colouring.

To understand the scope of the challenge, Bakery&Snacks spoke with Renee Leber, Manager of Food Science and Technical Services at the Institute of Food Technologists (IFT).

With deep expertise in formulation science and industry regulations, Leber breaks down the biggest reformulation risks and what companies must do now to avoid falling behind.

The brightest products, the biggest problems

Some product categories will feel the impact of the dye transition more acutely than others.

“Generally speaking, the more vibrantly coloured the product, the more difficult achieving the same colour may be,” says Leber. “Products that have longer shelf lives will also pose challenges, as naturally derived colours tend to have shorter shelf lives than their synthetic counterparts. This could lead to the product appearance deteriorating before the end of the expected shelf life.”

Snacks, baked goods and brightly coloured treats aimed at children – like cupcakes, frostings, cereals and gummies – are particularly vulnerable. In addition to colour fidelity and vibrancy, these categories often require ambient stability and low-cost formulation, making the switch to natural colorants especially complex.

One size doesn’t fit all: pH, light, heat & moisture

Naturally derived colours aren’t just less vivid – they’re chemically more sensitive.

“Developers must consider the unique variables of the products they are reformulating,” says Leber. “Not all naturally derived colours will be suitable for every application.” Natural pigments can shift hue or degrade based on pH, exposure to light, moisture, oxygen and heat.

This creates major challenges for shelf stability and product consistency. In formulations using multiple colorants, the issue compounds, as each pigment may deteriorate at a different rate.

That means more intensive shelf-life testing is essential – not only to gauge microbial or flavour stability, but visual acceptability over time. “Shelf-life testing will likely be required to assess the product’s appearance and establish a new shelf life if the appearance is not acceptable throughout the product’s current shelf life,” Leber explains.

Parallel paths, tight timelines

With just 19 months until the FDA’s end-of-2026 target, time is of the essence and developers will need to multitask.

“Companies will need to pursue parallel paths as much as possible,” says Leber. “Many will likely begin by reformulating their products with naturally derived colour companies, while simultaneously conducting consumer testing to understand product expectations.”

She anticipates pressure across the supply chain as demand for natural dyes rises faster than supply can respond. Early engagement with ingredient suppliers – and early reformulation trials – will be critical to secure availability and avoid costly delays.

Price pressure and margin math

One unavoidable truth: natural colorants cost more.

“Natural dyes are more expensive than their synthetic counterparts,” Leber notes. “In some cases, companies may choose to remove the colour altogether if it aligns with consumer acceptance.”

But for most bakery and snack products – especially those where colour is key to branding or shelf appeal – going dye-free isn’t an option. That leaves companies looking for creative ways to offset the cost. Strategies include streamlining formulations, reducing pack sizes or repositioning products at a premium tier.

Consumers and the colour compromise

Ultimately, the success of any reformulation depends not just on chemistry but on consumer acceptance.

“Companies must be mindful of consumer expectations, including price, and strive to meet them as closely as possible,” says Leber. In some cases, the trade-offs are manageable. “Consumers might accept a less vibrantly pink strawberry sugar cookie to avoid a price increase,” she explains. “But they might be willing to pay more for a more vibrant child’s birthday cake.”

That means careful consumer research and expectation-setting will be essential. Brands that transparently communicate the why behind reformulation – and educate their audience on the health or sustainability benefits – will be better positioned to retain loyalty through the transition.

A new colour standard

Whether brands embrace the FDA’s call as a regulatory push or a brand opportunity, the countdown to compliance is real and ticking. Some synthetic dyes may not be banned outright, but with mounting pressure from state laws, public advocacy groups and consumer watchdogs, the writing is on the wall.

Leber’s advice to product developers? Start now. Test fast. Communicate clearly. And lean on science – not sentiment – to guide the way forward.

For those looking for solutions, IFT FIRST in Chicago in July is expected to be a hotspot for natural dye innovation. Companies like GNT will be showcasing advances in plant-based colour technology, giving attendees the chance to build custom-coloured snacks using its natural shades derived from fruits, vegetables and plants. “This kind of interactive demo shows that vibrant, eye-catching results are possible with plant-based colours,” says Leber. “It’s a hands-on way to see what’s possible beyond synthetics.”

From formulation labs to expo booths, sensory trials to supply chain negotiations, the dye-free future is on the horizon. The question is: who’s ready to colour within the new lines?

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