In a move that’s catching attention across the snack industry, PepsiCo has announced it’s removing the bright colors—but not the flavors—from some of its most recognizable products. Starting December 1, shoppers in the U.S. will begin seeing new versions of Doritos and Cheetos on store shelves under the new “Simply NKD” label. The “NKD” stands for “naked,” as in stripped down. These versions of the snacks will have no artificial colors or flavors, but the company says the taste will be exactly the same.
The products getting this new look include the Nacho Cheese and Cool Ranch flavors of Doritos, as well as Cheetos Puffs and Flamin’ Hot varieties. According to PepsiCo Foods U.S. CEO Rachel Ferdinando, the classic, color-filled versions of the snacks aren’t going anywhere. Instead, the new versions are meant to give consumers more options.
“NKD is an additive option, not a replacement,” Ferdinando said in a company statement. “We are expanding choices while still protecting our iconic brands. More choices, same flavor, same brand power.” The new snacks are part of a broader shift PepsiCo says it is making to meet changing consumer preferences, especially from parents and health-conscious shoppers.
Hernán Tantardini, the chief marketing officer of PepsiCo Foods U.S., said this could signal a bigger change in how Americans snack. “We are reinventing our iconic—and most famous—brands to deliver options with the bold flavors fans know and love, now reimagined without any colors or artificial flavors,” he said. Tantardini described it as a potential “snacking revolution.”
CHEETOS & DORITOS GO NAKED AS PEPSICO BOWS TO HEALTH PRESSURE
PepsiCo is rolling out “Simply NKD” versions of Cheetos and Doritos – same flavor, zero artificial dyes, and none of the neon fingerprints that built their myth.
The new chips come in a pale yellow, looking more… https://t.co/9SSWZEuVya pic.twitter.com/Jk9iVFTRoW
— Mario Nawfal (@MarioNawfal) November 13, 2025
CHEETOS & DORITOS GO NAKED AS PEPSICO BOWS TO HEALTH PRESSURESome health experts say it’s a welcome step. Julie E. Health, a registered dietitian in California, told Fox News Digital that she supports the change. “As a food expert and mom, I am thrilled to see companies realize they can take out the harmful chemicals,” she said, adding that she hopes other food brands, like cereal makers, follow the same path. She mentioned the use of real food ingredients like carrots and sweet potatoes as possible alternatives to artificial dyes.
Fitness trainer and weight-loss coach Stephen Campolo, based in Naples, Florida, said it’s a “smart response” to growing concern about processed food ingredients and how they might affect things like hyperactivity or inflammation. But he also pointed out that even without the dyes, these snacks are still highly processed.
“These are still ultra-processed snacks loaded with refined carbs, sodium, and empty calories that spike blood sugar and fuel fat storage,” Campolo said. He advised consumers to think more about how much they’re eating rather than just what’s on the label. “Stick to one small handful and pair it with protein like nuts or cheese to blunt the carb crash,” he added.
PepsiCo’s new NKD chip line surfaced online—a “naked” chip stripped of synthetic dyes like Red 40, Yellow 5, and Blue 1.
While a definite step in the right direction, consumers are asking what’s still hiding in the… pic.twitter.com/yoWcdYiuFy
— The HighWire (@HighWireTalk) November 13, 2025
The launch comes at a time when many Americans are paying closer attention to food labels, ingredients, and the long-term effects of highly processed products. With childhood obesity and metabolic disease continuing to be concerns across the country, especially following the pandemic years, some consumers are calling for more transparency and healthier options—even from snack brands that have built their legacy on bold flavors and bright packaging.
The introduction of Simply NKD doesn’t change the original Doritos and Cheetos most Americans are used to, but it does signal how big companies are adapting to a changing market. Whether shoppers will embrace the less colorful versions remains to be seen, but for now, PepsiCo is betting that flavor will be enough to keep fans crunching.
