Hello Forecasters,
Welcome back to the Inflection Point.
This week, we’re diving into the controversy around food dyes.
TL;DR
- Over 400,000 signatures have been collected for the #cancelKelloggs petition, demanding the removal of artificial chemicals from children’s cereals.
- Critics argue that the FDA, which has approved over 10,000 food additives, is lagging behind more stringent regions like the EU, which only permits 400.
- Figures like RFK Jr. are elevating concerns about fast food and chemicals into mainstream political conversations, signaling a shift in strategy for the food and beverage industry.
Chances are you’ve had a McDonald’s french fry.
American or not, the brand is a cultural staple—but the fries you get today aren’t the same ones our parents enjoyed.
They aren’t even the same as what Brits get across the pond.
So, why the difference?
The FDA has approved a host of chemicals deemed “safe” for consumption in the U.S., many of which are banned or restricted in the European Union.
Among these are artificial food dyes and preservatives—chemicals the EU requires to carry warning labels, especially for products marketed to children.
43% of food marketed to children contains artificial food dye. – Center for Science in the Public Interest.
This growing awareness is placing food companies under increasing scrutiny.
The latest brand to face backlash?
Kelloggs.
In 2024, activist Vani Hari, widely known to her 2M Instagram followers as “Food Babe,” launched a petition against Kellogg’s.
Her campaign targets the use of artificial dyes and preservatives in cereals sold in the U.S.—chemicals banned in other countries.
The petition, amplified by celebrities like Kim Kardashian and Ellen Degeneres, has garnered over 400,000 signatures.
"The FDA is asleep at the wheel" – Vani Hari
Hari and other activists recently took their fight to Kellogg’s headquarters, drawing even more attention to the issue.
During a Senate Roundtable in Washington, D.C., Hari delivered a powerful testimony, highlighting these points:
- Ingredient transparency: American children are exposed to chemicals banned overseas due to weaker U.S. regulations.
- Ethical Responsibility: U.S. companies, including Kellogg’s, use cheaper artificial dyes in domestic products while offering the same items with safer ingredients abroad.
For example, red Gatorade in Germany is colored with beet and carrot, while in the U.S., it’s colored with Red 40. Brands already have chemical-free formulas and choose not to use them in U.S. products.
- Health Risks: Artificial dyes, including Red 40 and Yellow 5, have been linked to hyperactivity in children and thyroid cancer in animal studies.
Butylated hydroxytoluene (BHT), a preservative commonly used in cereals to extend self-life, is banned in certain countries due to health risks, including:
- Carcinogenicity concerns
- Endocrine disruption
- Organ Toxicity
Kellogg’s has been slow to respond, but the pressure is mounting. Activists argue that accountability is no longer optional for companies looking to retain consumer trust.
Hari isn’t new to these battles.
- In 2014, she spearheaded a successful campaign against Subway, prompting the chain to remove azodicarbonamide—a controversial chemical found in yoga mats and shoe soles—from its bread.
- Her activism extended to Starbucks in the same year. Hari exposed the use of caramel coloring in their Pumpkin Spice Latte, a compound linked to carcinogenic effects. Starbucks responded by reformulating the drink and disclosing its ingredients for the first time.
- Even Kraft wasn’t immune to Hari’s influence. After her campaign in 2013, Kraft removed Yellow 5 and Yellow 6 from its iconic Mac & Cheese by 2016, replacing them with natural colorants like paprika and turmeric.
While many companies have made changes in response to public outcry, others remain steadfast, protected by the law.
Take McDonald’s, for instance, which uses dimethylpolysiloxane as an anti-foaming agent in its frying oil. It’s FDA-approved, but here's the concern: When exposed to high heat, dimethylpolysiloxane can release trace amounts of formaldehyde, a known neurotoxin.
Long-term exposure can affect the nervous system– and according to studies by the CDC, exposure has been linked to:
- Cognitive impairment
- Neuroinflammation
- Mood disorders
- Headaches
- Dizziness
- Fatigue
The British version of McDonald's fries doesn’t contain this chemical, raising questions about why the U.S. version does.
The argument for its use is that it ensures consistent cooking and prevents dangerous oil splatters. However, as consumers become more aware, how long can companies rely on these justifications?
Post-COVID, we’ve seen an explosion of consumer interest in the chemicals found in their food.
- Roundup Herbicide
- Nano Plastics
- Rapeseed Oil
- Pesticides
- Food Dye
Consumer interest in these chemicals has grown significantly over the past three years and is forecast to spike in the next 12 months.
Conversations around “forever chemicals” like PFAS and contaminants like titanium dioxide in Skittles have fueled a movement that demands cleaner, more natural ingredients.
In response, the awareness has triggered spikes in conversation around ‘hormonal imbalances,’ ‘endocrine-disrupting chemicals', and ‘ADHD.’
The implications for CPG brands are profound.
Companies will need to adapt or risk losing consumer trust.
Here’s where the industry is headed:
- Natural Colorants and Preservatives: Expect an influx of natural ingredients like beetroot red and turmeric to replace artificial dyes.
- Clean Labeling: What began as a marketing trend will soon become the standard. Consumers will demand more straightforward, more transparent ingredient lists.
- Sustainability in Packaging: With increased scrutiny on packaging chemicals like PFAS, expect brands to innovate with biodegradable and eco-friendly materials.
- Regulatory Shifts: States like California are already introducing bills to ban harmful additives like potassium bromate. Federal-level regulations may soon follow.
- Functional Foods: The focus on health will drive a rise in products fortified with probiotics, antioxidants, and superfoods.
- Personalized Nutrition: As consumers become more discerning, the industry will see growth in products tailored to individual health needs and genetic profiles.
The future is transparent.
In this new age of consumer empowerment, brands can no longer hide behind obscure ingredient lists. Transparency, trust, and health-conscious innovation will define the future of food and beverage.
The companies that embrace this shift will thrive.
Ok, that’s all we’ve got for now.
Thanks for spending time with us on this week’s Inflection Point.
We’ll see you next time.