PepsiCo, the parent company of popular snack brands Frito-Lay, Cheetos, and Doritos, is taking a bold step toward cleaner ingredients by launching a new line of snacks without artificial flavors or dyes. Announced on Thursday, this updated collection, branded as Simply NKD, is set to hit shelves on December 1. The move marks a significant shift in the appearance of these iconic snacks, which have long been known for their vivid, almost fluorescent orange and red hues—colors that often left consumers with telltale dust, or "Cheetle," on their fingers and furniture.
Despite the visual changes, PepsiCo assures loyal fans that the core snacking experience will remain intact. According to the company, the taste and texture—the signature crunch and familiar flavor profiles—will be unchanged. The new Simply NKD products are positioned not as replacements for the original, brightly colored snacks, but as an alternative for health-conscious consumers and those seeking to avoid artificial additives. This dual-offering approach acknowledges the emotional and sensory connection many consumers have with the original products, while also catering to the growing demand for cleaner labels.
The initial launch of the Simply NKD line will include Doritos in Nacho Cheese and Cool Ranch flavors, as well as Cheetos Puffs and Flamin’ Hot varieties. For eager snackers, preorders are already available, ensuring that those who want to try the new formulations can do so as soon as possible.
The development process for the Simply NKD brand was remarkably swift. PepsiCo reports that it took only eight weeks from concept to completion, highlighting the company’s agility in adapting to changing regulations and consumer expectations. By comparison, Kraft Heinz has stated that it will need up to two years to reformulate its similarly colorful products, such as Jell-O and Kool-Aid, to eliminate artificial dyes.
PepsiCo’s move comes in response to increasing regulatory and public health pressure to eliminate petroleum-based food dyes. The Trump administration’s recent push to remove such dyes from foods culminated in the U.S. Food and Drug Administration (FDA) banning Red Dye No. 3 in January 2025. This ban forms part of a broader effort led by U.S. Secretary of Health and Human Services Robert F. Kennedy Jr., who has been vocal in urging American food companies to phase out synthetic, petroleum-derived colorants.
Regarding the appearance of the new Simply NKD snacks, PepsiCo claims they are “completely colorless.” However, promotional photos suggest otherwise: the new Cheetos have a yellowish-beige tone, and the Doritos resemble plain, unflavored tortilla chips. This lack of the familiar, almost neon colors may leave some fans wondering whether the snacks will retain their sense of indulgence and fun. The distinctive, bold coloring has long contributed to the snack’s appeal, evoking a feeling of guilty pleasure that goes beyond taste alone.
Another open question is whether the new Simply NKD snacks will