Hershey said on Tuesday it would remove synthetic dyes from its snacks by the end of 2027, making it the latest in a growing list of companies seeking to align with directives from U.S. health authorities.

A bigger risk is the challenge of following through. Natural dyes are trickier to keep stable under heat or light. Reds fade and blues could turn green in acidic drinks. If a color appears less appetizing or fails to match what shoppers expect from iconic brands, it could dent sales volume and hurt the top line.

Discover why synthetic food dyes are being phased out in the US, how major brands are responding, and what challenges the food industry faces in switching to natural alternatives.