Nestlé USA eliminates artificial colors across entire food and beverage portfolio
Nestlé USA completes removal of artificial colors across its U.S. portfolio, advancing reformulation efforts driven by consumer demand for cleaner labels and increased ingredient transparency.
USA – Nestlé USA has announced that it has removed all certified artificial colors from its food and beverage portfolio, reaching its goal of fully eliminating synthetic dyes by mid-2025.
The company, known for brands such as Nesquik and DiGiorno, said that more than 90% of its U.S. portfolio was already free from artificial colors as of June 2025. The remaining products have now been reformulated using alternative natural coloring solutions while maintaining product quality, taste, and consumer experience.
“This work didn’t happen overnight,” said Marty Thompson, CEO of Nestlé USA, in a blog post. “It builds on years of progress and the ongoing commitment of teams across our business to evolve recipes while protecting what people know and love.”
Thompson, who assumed leadership in January 2025, noted that the company’s Nesquik team reformulated strawberry-flavored products using natural color sources.
He also said that within five months, more than 20 Nestlé Vitality beverage offerings were transitioned to natural colors by the company’s foodservice division without compromising quality or taste.
Nestlé USA confirmed that reformulated products are already being rolled out across retail shelves nationwide as part of its broader product modernization strategy.
The move is part of a wider industry shift, with major food companies responding to regulatory and consumer pressure to remove synthetic dyes from packaged foods. Companies such as General Mills, Kraft Heinz, and The Campbell’s Company have also committed to eliminating artificial colors, while retailers including Target have begun restricting sales of cereals containing synthetic dyes.
Nestlé USA said the initiative aligns with its broader efforts to reflect changing consumer preferences and improve ingredient transparency. Over the past decade, the company has simplified recipes, expanded product choice, and adjusted formulations across its brands to meet evolving dietary and lifestyle expectations.
The company also highlighted its efforts to reduce sugar levels where possible and limit the use of high-fructose corn syrup to less than 1% of its product range. It has also expanded its clean-label offerings, including Natural Bliss dairy creamers, and introduced new products such as Vital Pursuit aimed at consumers using GLP-1 medications.
“We know people expect more from the products they bring into their homes,” Thompson said. “Great taste, trusted quality, ingredients they feel good about, and value that fits their lives.”
He added that consumer trust requires ongoing adaptation, noting that companies must continue to evolve in response to changing expectations while maintaining transparency and consistency.
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