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A few PepsiCo snacks are getting a remodel, removing artificial dyes and flavorings. The food & beverage giant announced the new product line Simply NKD™ in early November, calling it a strategic move to meet consumer demand amid heightened anxieties around ultraprocessed foods. 

Simply NKD promises the same bold flavors of popular brands like Cheetos and Doritos, just without the artificial coloring. The visual shift is a dramatic one, especially for a brand like Flamin’ Hot Cheetos, which is known for its iconic bright red Cheeto dust. 

However, PepsiCo was reassuring in its statement that Simply NKD is not replacing the traditional Cheetos and Doritos brands. Instead, it’s positioned as another option for health-conscious consumers. More product reformulations like these may be on the horizon, driven by consumer concerns as well as potential government regulation.

A recent WARC article discussing the announcement points out the inherent risk of changing a product’s appearance, particularly when its visual identity is considered a distinctive asset. It remains to be seen how these new products will be received. 

How can deep human insight help companies best position artificial-free products (or any reformulation, for that matter) in a way that still resonates with consumers?