The latest major food company to join the MAHA movement is Campbell’s, which has announced plans to eliminate all synthetic dyes from its food and beverage products by 2026. The decision includes iconic items like classic soups, V8 beverages, and Goldfish crackers.
Campbell’s CEO Mick Beekhuizen stated that by the second half of fiscal 2026, the company will no longer produce any products containing FD&C colors, a term for synthetic dyes. These dyes are currently used in limited offerings, such as Lance crackers and V8 Splash, which will transition to natural alternatives like annatto and purple carrot juice concentrate. Regional snack brands including Jay’s, O-Ke-Doke, and Tom’s, as well as cookie lines like Archway and Stella D’oro, will also abandon synthetic colors.
The company emphasized its commitment to adapting to consumer demand for simpler ingredients, noting that it has used natural color sources in most of its portfolio for years. A statement on Campbell’s website highlighted its focus on innovation and responsiveness to evolving preferences. The phased elimination of synthetic dyes is set to begin in the second half of 2026, with all products eventually becoming free from artificial coloring.