American food will see a reduction in synthetic dyes following a ban introduced by Robert F. Kennedy Jr. Kraft Heinz and General Mills are set to eliminate these dyes by 2027. PIM Brands, maker of Welch's Fruit Snacks, claims this transition is challenging due to consumer expectations for vibrant colors, which affect taste perception. While the company has started removing artificial dyes from its products, the transition has taken a decade to implement, beginning before recent political movements influenced the food industry.
"It would be darn impossible, in my opinion, to just snap your fingers and say, 'Okay, we're gonna make everything better in the next year or two,'" says Michael Rosenberg, president & CEO of PIM Brands. "I think Americans are just a little bit more aggressive and punchy and just want to visually enjoy their products."
"Today, the company is announcing that it's removed all artificial dyes from its 'mixed fruit' Welch's Fruit Snacks, with the remainder of its portfolio transitioning next year."
"The challenge of both consumer expectations around product consistency, but also, in terms of human perception: Bright colors can actually make things taste sweeter or skew our tastebuds in other ways."
"It's been a 10-year process, the company says, adding that it couldn't have possibly reacted rapidly to the demands of the new administration."
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