A Big Makeover for Two Snack Icons

Doritos and Cheetos are two of the most recognizable and beloved snack brands in the world. The bright orange dust on Cheetos fingers and the vivid hue of Nacho Cheese Doritos are part of their identity. But as of December 1, 2025, things are changing: PepsiCo is rolling out a new line called Simply NKD — a reformulated version of these classic snacks that does not use synthetic (artificial) dyes or artificial flavors. The Daily Reporter+3WBIW+3The Washington Post+3

This isn’t just a cosmetic tweak: it’s part of a broader shift in consumer demand, regulatory pressure, and PepsiCo’s own strategy around cleaner labels. In this blog, we’ll unpack:

What the Simply NKD line is — flavors, ingredients, and how it differs from the originals
Why PepsiCo is making this move
How major this change really is — are they giving up the orange forever?
Potential benefits and risks (for consumers, for PepsiCo, and for the snack category)
Broader industry and health implications
What to watch going forward

What Is Simply NKD? What’s New and What’s Staying the Same

The New “NKD” Lineup

PepsiCo is launching four SKUs under the Simply NKD name: Food Business News+2WBIW+2

Doritos Simply NKD Nacho Cheese WBIW
Doritos Simply NKD Cool Ranch WBIW+1
Cheetos Simply NKD Puffs Food Business News
Cheetos Simply NKD Flamin’ Hot Food Business News+1

These versions are being marketed as having the same bold flavor intensity that fans expect — but without the artificial colors or synthetic flavor additives. Food Business News

Cleaned-Up Ingredient Lists

The NKD versions drop artificial dyes: No Red 40, Yellow 5, Yellow 6, Blue 1, etc., depending on the flavor. WBIW+1
Certain flavor‑enhancing additives are also removed. For example, both NKD Doritos and NKD Cheetos do not include disodium inosinate and disodium guanylate, which are in some of the “original” versions. https://www.cleveland19.com+1
Despite the “dye-free” claim, the chips are not totally colorless. Instead of the signature bright orange, the NKD versions have a more natural, muted tone — something like a pale tortilla chip color. https://www.cleveland19.com+1
PepsiCo emphasizes that although the product is “additive‑free” when it comes to those artificial colors, the taste remains “intense” — i.e., they believe consumers will hardly notice the difference in flavor. Food Business News

Launch Date & Availability

The Simply NKD line is slated to hit U.S. store shelves on December 1, 2025. https://www.cleveland19.com+1
According to PepsiCo, the original Doritos and Cheetos versions — the ones with artificial color — will continue to be sold. The NKD versions are additive options, not replacements. WBIW+1
Pre‑orders for the new NKD products are already available, according to some reports. Food Business News

Why PepsiCo Is Doing This

This isn’t a random product tweak: there are several big, strategic reasons driving this change.

1. Consumer Demand for Cleaner Ingredients

More consumers are paying attention to food labels. People increasingly want “natural” or “clean-label” foods — things without artificial additives, dyes, or “chemicals.”
By introducing a line that removes synthetic dyes, PepsiCo is responding directly to that demand. WBIW
The messaging around “Same intensity, no artificial color or flavor” suggests PepsiCo thinks many consumers will buy NKD versions instead of just choosing “healthier chips”, because they believe the core Doritos / Cheetos flavor is preserved. Food Business News

2. Regulatory & Public Pressure

The move comes amid pressure from regulators and public health figures. According to several news reports, Health and Human Services Secretary Robert F. Kennedy Jr. has been pushing for companies to eliminate petroleum-based synthetic food dyes. UPI
Synthetic dyes have been a lightning rod: some studies and critics associate them with behavioral issues in children (though the science is complex). By easing away from these dyes, PepsiCo may also pre-empt stricter regulation or consumer backlash.
In its earnings materials, PepsiCo itself noted it plans to “introduce extensions of Cheetos and Doritos that will contain no artificial colors or flavors.” PepsiCo Investor Relations

3. Brand Innovation & Portfolio Strategy

PepsiCo’s snack business is huge, but growth isn’t guaranteed. Innovating its core brands is a way to reinvigorate the portfolio.
By offering both legacy (bright-orange) versions and NKD versions, PepsiCo can cater to multiple consumer segments: those who want “classic” Doritos / Cheetos, and those who want a “cleaner” snack.
This is part of a broader trend: in its investor remarks, PepsiCo has said it’s accelerating a transition to natural colors across many of its food and beverage brands. PepsiCo Investor Relations

What This Change Really Means

The Cultural Impact: Goodbye Orange Fingers?

One of the most iconic (and messy) parts of eating Cheetos is the orange dust that stains your fingers. With NKD versions, that may be significantly reduced:

Because there are no synthetic dyes, the color of the dust and the chips themselves will be much lighter and more natural. WBIW
For many snackers, this could be a welcome change: no more “bright orange fingers.” WBIW
But for others, the orange is part of the experience. It’s not just color — it’s emotional and nostalgic. Some consumers might resist if the visual cue changes too much, even if the flavor is the same.

Taste vs. Appearance: Will People Actually Notice?

PepsiCo is very confident that the NKD versions will taste like the originals. Food Business News
According to some reports, paint‑test / blind taste testers struggled to tell a clear difference, suggesting that PepsiCo’s R&D may have succeeded in keeping flavor fidelity. People.com
But human perception is tricky: appearance influences flavor perception. Even if the chips taste identical in a blind test, consumers might perceive a difference due to the lighter color.

Pricing and Consumer Trade-Offs

According to reporting, the NKD versions will cost about the same as the original versions. https://www.cleveland19.com
That’s a smart move: charging a premium might limit adoption; matching price makes NKD an “option” rather than a niche health product.
However, maintaining two parallel lines (original + NKD) means more complexity in production and supply chain. PepsiCo must believe the demand for NKD is strong enough to justify this.

Risks & Challenges for PepsiCo

While this is an exciting innovation, it's not without risk.

Consumer Adoption Risk
- Will the “clean-label” snack buyer be enough to justify production? If sales are slow, PepsiCo could be stuck managing two SKUs with overlapping but distinct cost structures.
- Some long-time Doritos / Cheetos fans may resist the visual change — even if the flavor remains, the brand experience feels different.
Regulatory vs. Real Health Impact
- Removing dyes doesn’t automatically make a snack “healthy.” These are still highly processed chips, with large amounts of salt, fat, etc. Some critics may view the reformulation as more cosmetic than substantive.
- PepsiCo may face pressure to go further (e.g., removing sodium, rethinking packaging), especially from public health advocates.
Ingredient & Supply Chain Complexity
- Natural colorants, or simply removing dyes, can introduce formulation challenges (stability, taste, shelf life).
- PepsiCo will also need to ensure its supply chain can support natural ingredients and that production cost doesn’t balloon.
Brand Identity Risk
- Doritos and Cheetos are known for their bold appearance and flavor. Stripping away the color risks diluting what makes them “iconic.”
- If NKD versions don’t resonate, there's a risk of cannibalizing sales from the original line without gaining much new business.

Implications Beyond PepsiCo: The Snack Industry at Large

This move by PepsiCo could ripple out across the food industry.

Trend Acceleration: Clean Labels & Natural Colors

Many food companies are already under pressure to remove synthetic dyes. PepsiCo’s move could embolden other big snack makers to accelerate reformulation.
Clean-label trends are not limited to snacks: beverages, cereals, and other processed foods are also under scrutiny. If PepsiCo succeeds, it could set a new benchmark.

Regulatory Landscape

With regulatory voices (e.g., U.S. Health Secretary Robert F. Kennedy Jr.) pushing to eliminate synthetic dyes, companies could proactively reformulate to stay ahead of policy. UPI
Some states have already started restricting or labeling artificial dyes; big brand moves like NKD may shape how regulation evolves.

Consumer Behavior Shift

If NKD versions take off, consumer expectations might shift: “I want the taste, but not the artificial stuff.”
This could lead to a bifurcation in product lines: “premium clean” versions vs classic versions, even for other snack categories.

Health & Nutrition Considerations

Here’s how Simply NKD fits into the broader conversation around health and processed food.

Clean Labels ≠ Healthy Food
- Removing artificial dyes is a positive step, but it doesn’t make Doritos or Cheetos healthy in the conventional sense. These remain indulgent, processed snacks.
- Health-conscious consumers must still consider portion size, sodium content, and fat.
Consumer Psychology
- There's a psychological effect called the “health halo”: people may perceive a cleaner-label snack as healthier, even if its nutritional profile hasn’t significantly changed.
- PepsiCo may leverage this perceived health boost to market NKD as a more “responsible indulgence.”
Ingredient Transparency
- By simplifying the ingredient list, PepsiCo makes it easier for consumers to understand what they’re eating. That transparency may be especially appealing for those wary of “chemical” additives.
- However, not all consumers pay attention to ingredients — and marketing may overshadow the nuances of what “no artificial colors/flavors” truly means.

What Consumers Should Know

If you’re a snack lover, here’s what to watch and consider when trying Simply NKD:

Try Before You Judge: Because the color changes, the first bite may feel different — give it a fair shot in a blind taste test with yourself.
Check the Bag: Make sure you're buying a “Simply NKD” version, not the classic one — they’ll have different packaging.
Don’t Expect Health Food: These are still Doritos / Cheetos. Moderation matters.
Shelf-Stability: Natural or fewer additives can affect freshness — store the chips in a cool, dry place.
Feedback Matters: Companies are watching how well NKD sells. If it’s important to you, sharing your thoughts (online reviews, social media) could influence future snack reformulations.

Looking Ahead: What Comes After NKD?

What could PepsiCo (and the snack industry) do next, beyond Simply NKD? Here are a few possible future moves:

Further Clean-Up
- Expand NKD-style reformulations to other snack lines (Lay’s, Tostitos, etc.)
- Remove or reduce other controversial additives (excess salt, preservatives)
Limited Edition or Seasonal NKD Flavors
- Introduce NKD versions of other Doritos / Cheetos flavors — maybe even premium or seasonal ones.
- “Clean” limited edition flavors could appeal to both health-focused and flavor-focused consumers.
Functional or Fortified Snacks
- Leverage NKD’s cleaner base to add “functional” ingredients: protein, fiber, or other “better-for-you” elements.
- Position NKD snacks as both indulgent and slightly more nutritionally conscious.
Sustainability Angle
- Use the NKD reformulation to also promote more sustainable practices: better packaging, cleaner supply chain, etc.
- Align with broader consumer trends toward ethical and clean eating.

Conclusion

PepsiCo’s launch of Doritos and Cheetos Simply NKD is a bold and timely move. It matches growing consumer demand for cleaner-label foods, responds to regulatory and public health pressures, and shows that iconic snack brands can evolve without sacrificing flavor.

These NKD versions remove artificial dyes and many flavor enhancers. Food Business News+1
The rollout begins December 1, 2025. https://www.cleveland19.com+1
The original, brightly colored chips will still remain on shelves — NKD is an additive option, not a replacement. UPI

If successful, this could be more than a product line change: it could signal a real shift in how major snack brands approach ingredient transparency, consumer trust, and the future of processed foods.