Currently, nearly 90% of Kraft Heinz’s U.S. product sales are free of FD&C colors. The remaining product reformulations are being addressed through a phased strategy that considers product integrity, taste, and consumer expectations. This initiative places Kraft Heinz among a group of legacy food manufacturers adapting their portfolios in response to evolving consumer scrutiny and the possibility of future regulatory change.
Central to Kraft Heinz’s approach is its proprietary "3Rs" framework—Remove, Replace, Reinvent. Where artificial color can be eliminated without altering the product experience, it will be removed. Where color plays a role in consumer perception, natural alternatives will be tested and applied. In cases where direct substitutions aren't feasible, the company is investing in new solutions to develop functional and visually appealing natural options.
This methodology isn't new to Kraft Heinz. In 2016, the company reformulated Kraft Mac & Cheese, removing artificial colors, preservatives, and flavors—an effort that laid the groundwork for scalable change without affecting product loyalty or sales performance.
The company is engaging its licensed partners to encourage parallel reformulation across branded products, creating a ripple effect beyond its direct control. That collaborative stance is essential for maintaining consistency across consumer touchpoints.
More broadly, the company is integrating this work into a larger nutrition-forward strategy. Over the past five years, it has reformulated more than 1,000 product recipes, balancing improvements in nutrition—such as reductions in sugar, salt, and saturated fat—with the addition of functional ingredients like protein and fiber. By year-end, the company expects to have cut nearly 55 million pounds of sugar across its portfolio.
Pedro Navio, President of North America at Kraft Heinz, noted that continuous product improvement is part of the company’s long-standing operating model. As an example, he referenced Heinz Tomato Ketchup, which has never contained artificial dyes—its recognizable red color is derived naturally from tomatoes. This product, he said, demonstrates how consumer trust and clean labeling can go hand in hand.
