The US food company Kraft Heinz has announced that it will remove all artificial colorings from its US product portfolio by the end of 2027 – one year later than originally desired by the US government under President Trump. The measure affects well-known brands like Kool-Aid, Jell-O, and Jet-Puffed Marshmallows, where petroleum-based dyes have been used until now.

The move comes shortly after an initiative by the U.S. Food and Drug Administration (FDA), which, according to Health Minister Robert F. Kennedy Jr., has reached an agreement with the industry to eliminate synthetic dyes from the U.S. food sector by the end of 2026. Kennedy had declared the issue a priority as part of his "Make America Healthy Again" campaign. Critics, however, criticize the voluntary nature of the agreement, which, they argue, lacks the necessary binding force.

Pedro Navio, President of Kraft Heinz North America, emphasized that the majority of the range already manages without artificial color additives. Heinz ketchup is made exclusively from tomatoes, and the well-known Kraft Mac & Cheese has been dye-free since 2016. The remaining products would either be switched to natural alternatives or colors would be omitted if they are not crucial for the consumer.

FDA Commissioner Martin Makary praised the company's commitment at a conference in Boston: "Thank you to Kraft Heinz." At the same time, he expressed fundamental criticism of the state of American nutrition policy: "Why is our country the sickest in the world?" The agency is currently dealing with allergies, insulin resistance, and additives, among other things.

The implementation by 2027 is justified by Kraft Heinz citing challenges in the availability and quality of natural colorants. The company does not want to compromise on taste and product experience.

Kraft Heinz has been struggling with weak sales figures for years: The share price has plummeted by more than 60 percent in ten years. In May, two Berkshire Hathaway representatives resigned from the board. Warren Buffett's holding company owns 27.5 percent of the group. Observers expect strategic measures, such as sales of parts of the company, to support the share price development.

Other companies are also reacting: Tyson Foods will completely eliminate synthetic dyes by the end of May, PepsiCo will remove artificial additives from Lay’s and Tostitos by the end of the year.