FDA Allows "No Artificial Colors" Claims as Companies Rush to Remove Synthetic Dyes

The U.S. Food and Drug Administration announced on February 5 that it will now allow food companies to make "no artificial colors" labeling claims, marking a significant shift from its longstanding policy. The change applies to products that do not contain any FD&C-certified synthetic colors and is part of broader federal efforts to transition the food supply away from petroleum-based artificial dyes toward natural alternatives.

Under the new guidance, the FDA will exercise enforcement discretion for voluntary claims such as "Made without artificial food colors/colorings," "No artificial color/colors/coloring," and "No added artificial color/colors/coloring" for human foods that do not contain any color additives listed in 21 CFR Part 74. The agency acknowledged that its previous interpretation—treating all color additives, including those from natural sources, as "artificial"—may be confusing to consumers and has created challenges for companies seeking to explore alternative food coloring options.

The FDA's policy shift comes alongside new approvals for natural colorants. The agency granted two color additive petitions, approving beetroot red as a new color option and expanding the permitted uses of spirulina extract. These approvals bring the total to six naturally occurring or naturally derived food colorants authorized since last May, including Galdieria extract blue from microalgae, Gardenia blue from the Cape jasmine plant, butterfly pea flower extract, and calcium phosphate.

Beetroot red is formed via fermentation using a strain of yeast genetically modified to express genes for betanin biosynthesis. Spirulina extract, a blue-colored powder from Arthrospira platensis, is now authorized for use in all human foods except infant formula and USDA-regulated meats, poultry, and eggs. Colors derived from natural sources remain subject to FDA premarket approval via the color additive petition process.

These regulatory changes are part of the FDA and Department of Health and Human Services' Making America Healthy Again initiative. At the outset of 2026, the FDA announced priority deliverables including removing petroleum-based dyes, rigorously reviewing food additives with safety concerns, reforming regulations to increase transparency, and creating a Front of Package nutrition labeling program. The agency has also initiated a comprehensive safety re-assessment of butylated hydroxyanisole (BHA), a chemical preservative that was listed as Generally Recognized as Safe in 1958 and approved as a food additive in 1961. If BHA fails to meet current safety standards, the agency will take actions to remove it from the food supply. The FDA has signaled that other approved additives, including butylated hydroxytoluene (BHT) and azodicarbonamide, may be subject to similar scrutiny.

Meanwhile, federal regulators have formally banned four petroleum-based artificial food dyes: brominated vegetable oil (BVO), Red Dye No. 3, Citrus Red No. 2, and Orange B. Health officials have also pushed to phase out six other specific dyes—Red 40, Yellow 5, Yellow 6, Blue 1, Blue 2, and Green 3—citing animal studies that linked consumption to cancer risks and long-term behavioral dysfunctions.

The regulatory push is driving companies to reformulate products. Mars announced it will launch artificial dye-free M&M's in August as part of a Make America Healthy Again-compliant move. The company faced significant challenges replacing blue coloring, as spirulina extract—the alternative used for blue and brown—can cost over $100 per pound in concentrated form, compared to turmeric at $9-$11 per pound. Spirulina's viscous nature also caused clogging in M&M's factory spray nozzles and created film build-ups in manufacturing equipment.

Mars had originally announced a plan to offer artificial dye-free products in 2016 but reversed the decision after determining customers didn't seem to care. The company again announced in 2025 it would pivot to natural dye options following pressure from health officials. West Virginia became the first state to sign into law a total ban on statewide sales of major artificial dyes in 2025.

The development of natural colorants to replace synthetic dyes may be a slow process, since potential replacements must first be identified in nature, then shown to be stable when subjected to manufacturing processes and conditions of use, and finally shown to be safe for human consumption and free from contaminants at proposed levels of use. The natural alternatives are also likely to be significantly more expensive than the synthetic versions they are replacing and may offer a narrower range of available colors.