PepsiCo is rolling out a significant update to two of its most recognizable snacks: Cheetos and Doritos. The new version aims to remove all artificial food dyes and flavors, marking one of the boldest changes by PepsiCo.
The new line, namely Simply NKD (a market-friendly abbreviation for Simply Naked), features Cheetos and Doritos that retain the taste of the original chips but lose the bright colors that have long defined both products. No artificial flavors or dyes, and completely colorless.
The launch of the new line is more than a bold marketing strategy, since it directly alters the classic version that has trademarked the decades-old brand.
Why the big change?
Doritos and Cheetos have been among the most successful products by PepsiCo so far, which is why a change that dramatically alters the appearance and ingredients of the popular snacks strikes as concerning.
"Rest assured, our iconic Cheetos and Doritos remain unchanged. NKD is an additive option, not a replacement, introduced to meet consumer demand," says Rachel Ferdinando, CEO of PepsiCo Foods U.S. "As part of our broader transformation, we are expanding choices while still protecting our iconic brands. More choices, same flavor, same brand power."
How the new line came together
PepsiCo’s new line was developed in just eight weeks, a target achieved thanks to a team of determined researchers and developers. The company’s target was to remove additives such as dyes, colorings, and even artificial flavorings, without altering the taste and quality that consumers like about both snacks.
Ultimately, the process was accelerated, and PepsiCo achieved a new goal: flavor no longer has to rely on visual cues.
What shoppers will see on the shelves?
The new line includes four products without dyes: Doritos Simply NKD Nacho Cheese, Doritos Simply NKD Cool Ranch, Cheetos Simply NKD Puffs, and Cheetos Simply NKD Flamin’ Hot. According to PepsiCo, the removal of artificial dyes and flavoring is the only change to all four versions. It is expected that the taste will remain the same; however, consumers will decide.
The company has also altered the packaging; the four new versions will feature white packaging, with only lightly colored font to highlight the brand (Cheetos or Doritos) and the flavor.
This new lineup will be available to buy in stores from December 1.
The nutritional profile: any concerning changes?
Artificial food dyes and flavorings are often viewed with caution due to health concerns, so the decision to remove them naturally led consumers to ask whether the reformulated versions differ nutritionally from the originals. At this point, PepsiCo has not indicated any adjustments to calories, fat, sodium, or other core nutritional values. The company has focused primarily on eliminating artificial dyes and flavors rather than altering the snacks' overall composition.
Current information suggests that the Simply NKD line is intended as an additive-reduced option rather than a nutritionally improved product. For shoppers who prefer snacks with fewer synthetic ingredients, the change may be meaningful. However, based on what PepsiCo has shared, the updated products are expected to deliver the same nutritional profile as the existing versions.
The public’s reaction
People reacted quickly once the news started circulating, even before the products reached stores. One person joked, “Now I can eat hot Cheetos without leaving evidence.” The bright residue has always been part of the brand identity, yet many people have avoided the snacks simply because the color gets everywhere. Removing dyes addresses a practical issue that isn’t reflected on nutrition labels but still influences how and where people feel comfortable eating these chips.
Another user wrote, “This should be the default. Nobody wants red40.” Many shoppers, especially parents, prefer snacks with shorter ingredient lists and fewer artificial additives. The FDA has also been working with industries to eliminate these chemical dyes by the end of next year, and PepsiCo’s initiative is simply an early step in that direction.
Some people were curious about the taste: “I can’t wait to try this to see if it would taste the same without the artificial dyes!” Color can influence taste perception, so people want reassurance that removing dyes won’t unintentionally alter the flavor profile they are familiar with.
Another person shared a longer-term behavior change, noting, “Ever since I started reading about how the artificial dyes are made, I’ve been buying artificial dye-free chips for myself and kids, but there’s nothing like hot Cheetos! Can’t wait to try!” Some consumers had already moved away from dyed snacks but still missed specific products due to nostalgia or flavor loyalty. The new versions may bring those shoppers back, especially if the flavor truly remains unchanged.
The ingredient discussion extended beyond color. One user added, “Now make them all with avocado oil instead of unhealthy oils.” Preferences for oils and overall ingredient quality have become increasingly common in the snack food market, and we may as well expect, or at least hope, to see more changes like this in the future.
What this change means for the future
PepsiCo’s change to Doritos and Cheetos may mark the beginning of a larger shift in how the company appeals to its consumers. Since Cheetos and Doritos are popular snacks that define the core identity of PepsiCo, a bold step like this might signal similar changes across other products in line.
For now, it seems like PepsiCo is simply offering a better, more versatile alternative to shoppers; whether shoppers adopt the new versions in large numbers will become clearer after the December rollout.
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