VALHALLA, New York (AP) — Pepsi has a new challenge: Keeping products like Gatorade and Cheetos vivid and colorful without the artificial dyes that U.S. consumers are increasingly rejecting. PepsiCo announced in April that it would accelerate a planned shift to natural colors in its foods and beverages. Right now, around 40% of the company’s products contain synthetic dyes. Some products like Tostitos and Lay’s chips will stop using synthetic dyes later this year. But the company says it can take two or three years to identify natural sources, test them and bring them to market. PepsiCo hasn’t committed to meeting the Trump administration’s goal of phasing out synthetic dyes by the end of 2026.
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