PepsiCo Streamlines Ingredients in Simply and Ruffles Brands, Removing Artificial Dyes
PepsiCo has announced significant changes to its popular Simply and Ruffles lines, phasing out artificial flavors and colors in favor of simpler, more recognizable ingredients. The move reflects shifting consumer preferences toward transparency and clean-label products in the snack food category.
The Simply brand, which includes products like Simply Cheetos and Simply Doritos, will now feature formulations free from artificial colors, using natural alternatives such as paprika and beet juice for coloring. While the line originally launched in response to demand for more natural snack options, this reformulation bolsters PepsiCo’s commitment to ingredient clarity without compromising flavor.
In a similar vein, Ruffles recently introduced new Hot & Spicy varieties, which also forego artificial dyes. Unlike previous iterations that used synthetic coloring agents such as Red 40, the updated versions use naturally derived colors, aligning with growing consumer scrutiny over food additives.
The shift is part of a broader industry trend as major FMCG players respond to marketplace demand for cleaner labels. According to NielsenIQ, products with “clean” labels grew 1.7 times faster than those without such claims in 2021, signaling a clear consumer preference shift.
“Consumers are more ingredient-savvy than ever,” a PepsiCo spokesperson said. “They want snacks that taste great, but with labels they can understand and trust.”
PepsiCo’s changes dovetail with its existing sustainability and health-forward initiatives, which aim to make its snack portfolio more transparent and inclusive of better-for-you options. While the company has not confirmed if the ingredient changes will extend to global markets, the move strengthens its competitive position in the North American natural snack segment, estimated to grow at a CAGR of 6.3% through 2027.
As snack brands balance indulgence with wellness, PepsiCo’s decision may set a new benchmark for ingredient transparency in legacy food products. With major CPG players already emphasizing reformulation and label clarity, the pressure is mounting for others in the category to follow suit.