VALHALLA, New York: PepsiCo is preparing for one of the trickiest makeovers in its history: keeping snacks and drinks like Gatorade, Cheetos, and Mountain Dew looking as bright and bold as ever, without relying on artificial dyes.

The company, which also makes Doritos, Cap'n Crunch, Funyuns, and Lay's, said in April it would accelerate its shift toward natural colors. Right now, around 40 percent of PepsiCo's U.S. products still use synthetic dyes. But removing them, executives say, is a process that takes years.

Chris Coleman, PepsiCo's senior director for food research and development in North America, said each product transition takes two to three years. The company must find a natural ingredient that delivers the same shelf life, doesn't alter flavor, and can be produced in a reliable supply. It also has to pass through consumer testing, ensure its factories can handle the change, and design new packaging. "We're not going to launch a product that the consumer's not going to enjoy," Coleman said.

Tostitos and Lay's will be among the first brands to go natural, with tortilla and potato chips hitting shelves later this year and dips coming in 2026. In its Plano, Texas, test kitchens, PepsiCo is experimenting with paprika and turmeric for the fiery reds and oranges of Flamin' Hot Cheetos, while purple sweet potatoes and carrots are being tested for drinks like Mountain Dew and Cherry 7Up.

Getting the look right is crucial. "We eat with our eyes," said Damien Browne, PepsiCo's vice president of beverage research and development. "If you look at a plate of food, it's the different colors that tell you what you'd like or not. Many people know Gatorade by color, not by name."

Consumer demand is one significant driver. PepsiCo spotted early interest more than two decades ago, launching its Simply line of naturally made chips in 2002 and a dye-free organic Gatorade in 2016. But what was once a niche request has become mainstream, fueled by social media and closer scrutiny of food labels. "The whisper we detected in the early 2000s has become a roar," said Amanda Grzeda, PepsiCo's senior director of global sensory and consumer experience. A recent internal study found that more than half of consumers are actively trying to cut down on artificial dyes.

Regulators are also increasing the pressure. The FDA banned Red 3 earlier this year after it was linked to cancer in rats, and has proposed a ban on Orange B. At the same time, it has accelerated the approval of natural alternatives like blue derived from algae and gardenia blue from a flowering evergreen. Six synthetic dyes remain FDA-approved, but lingering questions about potential behavioral effects in children continue to fuel consumer doubts.

Still, cost and consumer expectations pose hurdles. Products marketed as "artificial-free" saw sales drop in 2023 as higher prices hit shoppers. And some trial runs haven't convinced fans. Susan Mazur-Stommen, a small business owner in West Virginia, bought Simply Cheetos Puffs and found them paler and less appetizing than the original. "I agree with moving away from petroleum-based dyes," she said, "but what I am looking for is the original formulation."

Balancing science, regulation, and consumer psychology is where PepsiCo sees its most significant challenge. "We could just blindly follow the science, but it would put us at odds with what our consumers believe," Grzeda said. "That's where the deep science, the ingredients, and the magic all have to come together."