How Candy Went From Neon to Natural
The timeline of artificial dye removal from candy — from the first European warning labels to the biggest US brands announcing reformulations. See who led and who followed.
UK Study Links Dyes to Hyperactivity
A University of Southampton study funded by the UK Food Standards Agency finds that mixtures of artificial food dyes and sodium benzoate may increase hyperactive behavior in children. The study is published in The Lancet.
EU Requires Warning Labels on Dyed Foods
The European Union begins requiring foods containing six artificial dyes to carry labels warning they "may have an adverse effect on activity and attention in children." Many manufacturers reformulate rather than add the warning.
FDA Reviews Dye Safety, Decides Against Warning Labels
An FDA advisory panel reviews the evidence on artificial dyes and hyperactivity. The panel votes against recommending warning labels for the US market, saying available data is insufficient to establish a causal link.
Nestlé Removes Artificial Colors from Chocolate
Nestlé USA announces it will remove artificial colors and flavors from all its chocolate candy products, including Butterfinger and Baby Ruth. They switch to natural alternatives like annatto and paprika.
Mars Pledges to Remove Artificial Dyes Within 5 Years
Mars Inc. announces plans to remove all artificial colors from its food products within five years. The company states it will use natural alternatives. The pledge is later walked back.
General Mills Goes Natural on Cereal
General Mills removes artificial colors and flavors from its entire cereal portfolio, including Trix and Lucky Charms. Trix temporarily loses its bright neon colors in favor of muted, naturally-derived tones.
California Introduces School Dye Ban Bill
California introduces legislation to ban artificial food dyes from school meals. While it doesn't pass initially, it signals growing state-level regulatory interest in dyes beyond the "voluntary" approach.
California Bans Red No. 3 from Food
California becomes the first US state to ban Red No. 3 (erythrosine) from food products, along with three other additives. The law gives manufacturers until 2027 to comply.
USA Gummies Launches Dye-Free from Day One
USA Gummies enters the market with gummy bears made without any artificial dyes, using colors from fruit and vegetable extracts, spirulina, and turmeric. All products are manufactured in the United States.
FDA Bans Red No. 3 Nationwide
The FDA officially bans Red No. 3 from food products across the United States, with full removal required by January 2027. The agency also encourages industry to phase out Red No. 40.
FDA Approves Three Natural Color Additives
In May 2025, the FDA approves three new color additives from natural sources, giving food manufacturers more options for replacing synthetic dyes with plant-derived alternatives.
RFK Jr. Launches "Make America Healthy Again"
Health and Human Services Secretary Robert F. Kennedy Jr. pushes to crack down on synthetic food additives, including proposals to phase out artificial food dyes in favor of natural alternatives.
Kraft Heinz and General Mills Announce Dye Removal
In June 2025, Kraft Heinz and General Mills announce plans to remove artificial food dyes from some products within two years. Other major food companies follow with similar announcements.
Mars Announces Dye-Free Options for 2026
Mars Wrigley announces it will offer M&M's, Skittles, Starburst, and Extra Gum without synthetic dyes starting in 2026. These are additional options — existing dyed versions remain available.
Industry-Wide Shift Accelerates
PepsiCo, ConAgra, The Hershey Company, McCormick, J.M. Smucker, and Nestlé USA all announce plans to reduce or eliminate artificial dyes. The shift that started in Europe 15 years earlier reaches critical mass in the US.
Who Led. Who Followed.
When each brand acted on removing artificial dyes from candy.
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Don't Wait for 2027
While the big brands are still announcing plans, USA Gummies has been dye-free since launch. All natural flavors, no artificial dyes, made in the USA.