PepsiCo has developed a new line of spicy potato chips that ditch artificial colors. Simply Ruffles Hot & Spicy, set to hit shelves on March 3, feature an orangish hue instead of the traditional bright red. But despite the change, these chips pack a punch when it comes to heat.
Unlike their Flamin’ Hots counterparts, which use cartoonishly red artificial dyes like Red No. 40 and Yellow No. 6, Simply Ruffles Hot & Spicy rely on natural ingredients like tomato powder and red chile pepper for color. This change was part of a year-long effort by PepsiCo’s marketing, research, and development teams to create a new seasoning blend that still delivers on flavor.
The result is chips that build heat as you chew and leave a lingering sensation after swallowing – a welcome respite from the immediate jolt provided by Flamin’ Hots. With Simply Ruffles Hot & Spicy, PepsiCo aims to appeal to consumers who crave spicy flavors without sacrificing visual appeal.
Source: https://www.bloomberg.com/news/articles/2025-03-03/snack-makers-are-removing-fake-colors-from-processed-foods