PepsiCo will remove FD&C artificial dyes from Gatorade Lemon Lime, Orange, and Fruit Punch this autumn, representing 35% of the brand's nearly $10bn in annual US sales. The move responds to pressure from Robert F Kennedy Jr and state legislators who argue synthetic dyes aggravate attention-related behavioral problems in children. Natural replacements include black carrots and purple sweet potatoes for red, and beta-carotene for yellow and orange hues.

The transition faces supply chain challenges. PepsiCo sells about 3bn litres of Gatorade annually, and plant-based beta-carotene supplies are insufficient. While lemon-lime will use natural beta-carotene, the orange flavor will use FDA-approved synthetic beta-carotene, said Damian Browne, PepsiCo's senior vice-president of R&D. Suppliers need 18 months' notice for crop cycles, and Sensient Technologies is expanding its St Louis, Missouri plant to boost natural color capacity.

Blue Gatorade varieties like Glacier Freeze will retain FD&C dyes because natural blue pigments have strong tastes that would spoil flavor. The reformulation is part of CEO Ramon Laguarta's broader push for healthier ingredients, including Lay's potato crisps. The FDA tracks dozens of companies pledging to remove petroleum-based synthetic dyes by end of 2027. PepsiCo's North American beverage volumes have declined in seven of the past 10 years, down 3% in H1 2026.