PepsiCo is launching a new line of dye free Cheetos and Doritos called Simply NKD, which came out on Dec. 1 in stores across the United States as part of the company’s push toward cleaner, readable ingredients. The line removes all artificial colors and flavors, giving the famous snacks a more natural look.
For Cheetos, this marks a huge visual shift from a look that has been part of the brand since its debut in 1948, when its bright orange seasoning coating became their instantly recognizable trait. Doritos followed in the 1960s with its own bold hues of reds and blues.
The inaugural NKD lineup includes Cheetos Puffs, Cheetos Flamin’ Hot, Doritos Nacho Cheese, and Doritos Cool Ranch. Instead of the neon coloring of red and orange, the chips will appear closer to their natural corn shade from the absence of synthetic dyes. It’s a prominent difference, especially for flavors like Flamin’ Hot, which have long been characterized by the fiery color of the chips. Even the packaging is showing this shift, swapping out the flashy designs for simpler white bags.
Despite this change in appearance, the new NKD snacks are designed to taste the same as the classics. Recent testing shows that most people struggle to tell the difference in blind tastings, suggesting that the visual transformation won’t compromise the flavor that made the original products so popular.
However, the company isn’t replacing the originals. Instead, the NKD line sits alongside the classic versions for people who want a cleaner option without fully giving up the snacks they love.
“Rest assured, our iconic Cheetos and Doritos remain unchanged. NKD is an additive option, not a replacement, introduced to meet consumer demand,” said Rachel Ferdinando, CEO of PepsiCo, in an interview to United Press International.
In addition, PepsiCo’s change is part of a much bigger trend in the food industry. Major companies including General Mills, Kraft Heinz, Nestlé, Conagra, and Campbell’s are all in the process of cutting synthetic dyes from their products. Many are turning to plant based or natural colors as consumers show an interest in paying closer attention to ingredient lists.
This change is especially noticeable among the brand’s main demographic of younger consumers.
“I really do think this is something that young adults are gravitating towards,” remarked Rachel Gerke ’27. “You just look on social media and clean eating is something that everyone is trying to accomplish…people want to be eating healthier, and it’s seen as cool.”
With Simply NKD, PepsiCo is testing how modern its most iconic snacks can get while keeping their original flavors.
