Welch, based in Waltham, Massachusetts, recently declared its plan to eliminate artificial dyes from its fruit snacks. The company intends to replace those dyes with colors sourced from “natural sauces.” This change is particularly timely, as it comes right before the school return season.
The rollout will feature three flavors: Mixed Fruit, Berry n-Cherry, and Fruit Punch. There’s been some significant ingredient shifts in the candy world lately, especially when you consider the changes Skittles made by dropping similar additives.
According to Welch’s announcement, their aim is to fully transition to using only natural colors across their entire product line by early 2026. Jason Levine, the chief marketing officer for PIM brands, emphasized that prioritizing consumer concerns is crucial, especially for families. He noted that the shift to natural colors started more than a decade ago and has been reflected in products introduced since 2018.
Welch is excited to introduce these popular flavors just in time for school, reassuring customers that they are maintaining the quality and taste that make their fruit snacks a favorite. They’re now using natural colors like annatto and turmeric alongside some artificial ones.
In April, the U.S. Department of Health and Human Services (HHS) shared their intention to collaborate with industry leaders to eliminate synthetic dyes, like red 40 and blue 1, from food supplies by the end of next year. Concerns surrounding these dyes have been noted, particularly their association with increased hyperactivity and irritability in children.
Children with ADHD might be especially sensitive to these additives, according to various sources, adding another layer to why these changes might be welcomed by parents.
