In a surprising twist that’s already stirring curiosity (and maybe a little nostalgia), PepsiCo has decided to strip its two most colorful snack icons — Cheetos and Doritos — of their signature hues. The new “Simply NKD” line ditches artificial dyes entirely, leaving behind the bright orange dust that’s been both loved and loathed by generations of snackers. Instead, the chips now appear in a subtle pale yellow, a visual shift that signals a much bigger change in how the company wants to be seen — healthier, cleaner, and more transparent.
PepsiCo’s move comes at a time when “better-for-you” snacking has become more than just a marketing buzzword. Health Secretary Robert F. Kennedy Jr.’s “Make America Healthy Again” movement has put renewed pressure on food giants to rethink synthetic ingredients, and PepsiCo is clearly listening. But what makes the NKD line so interesting is that it doesn’t compromise on flavor. These snacks are meant to taste exactly like the originals — same crunch, same spice, just without the artificial color. It’s a quiet revolution in a category that’s often defined by loud colors and even louder flavors.
This change also arrives at a pivotal moment for PepsiCo’s business. The company has been under scrutiny from activist investor Elliott Investment Management, which recently took a $4 billion stake and urged a review of its snacks portfolio. Sales in PepsiCo’s North American food division have slipped 4% this year, and shares are down 5%. With “Simply NKD,” PepsiCo seems to be betting on reinvention — not just to satisfy investors, but to stay culturally relevant as consumer values evolve. The brand that once celebrated “dangerously cheesy” is now flirting with “consciously crunchy.”
Of course, not everyone will be thrilled. Food color psychology runs deep. A Cheeto that doesn’t stain your fingers orange? A Dorito that looks like a plain corn chip? For some, that might just feel wrong. History backs this up — remember Crystal Pepsi or naturally-colored Trix cereal? Both proved that even well-intentioned changes can backfire if nostalgia and visual cues aren’t handled delicately. Yet PepsiCo insists this time is different. It’s not chasing a fad; it’s adapting to a new era where consumers read ingredient labels as carefully as flavor claims.
Ultimately, the “naked” Cheetos and Doritos are more than a color story — they’re a reflection of how brands evolve with the times. Maybe the next snack craze won’t be about how bright your chips glow under fluorescent lights, but how clean the label looks under your kitchen lamp. The true test will come when fans tear open that first pale yellow bag this December and realize: sometimes, less color can mean more flavor — and maybe even more trust.
