Food giant Kraft Heinz has announced that it will eliminate all artificial colors from its products in response to growing concerns from consumers and pressure from Secretary Robert F. Kennedy Jr.'s US Department of Health and Human Services.

The company, known for brands like Kraft Mac & Cheese, Heinz ketchup, Jell-O, and Capri-Sun, revealed its plan to remove synthetic food coloring from all items sold in the US by the end of 2027. Additionally, Kraft Heinz stated that it will not introduce any new US products containing artificial dyes.

Pedro Navio, Kraft Heinz's North America president, emphasized that the majority of their products already use natural or no colors, and the company has been working to reduce the use of artificial colors across the rest of its portfolio. Kraft Mac & Cheese had artificial colors removed in 2016.

This move by Kraft Heinz makes it one of the first major US packaged food companies to commit to eliminating artificial dyes from its brands. The decision could potentially prompt competitors to accelerate their efforts in phasing out artificial coloring as well.

The US Food and Drug Administration currently allows the use of various petroleum-based synthetic dyes in food products to enhance their visual appeal, particularly to children. However, concerns over the safety of these additives have been raised by governments and nonprofit organizations due to potential health risks, including an increased cancer and neurobehavioral issues in some children.

Following the FDA's ban on red dye No. 3 earlier this year, the agency announced intentions to collaborate with the industry to remove petroleum-based synthetic dyes from the US food supply over the coming years. Kennedy has been a vocal critic of these dyes, referring to them as 'poisonous compounds.'

With states like California, Virginia, and West Virginia already banning artificial dyes, and more than half of US states considering similar actions, Kraft Heinz's decision to remove artificial colors from its products aligns with the growing trend towards healthier and more natural food options.

The company's move is also a response to direct pressure from Kennedy, who has urged executives from Kraft Heinz and other food companies to eliminate artificial dyes promptly. Kennedy has indicated that he will take action if the industry does not proactively address the issue.

As Kraft Heinz faces challenges in meeting consumer preferences and evaluates potential business changes, including a decline in sales, the decision to remove artificial dyes may signal a larger transformation within the company. Analysts speculate that Kraft Heinz could potentially divest other brands or explore merger opportunities in the future.