Synthetic dyes are present in 19 percent of U.S. food products and are more common in the top five categories marketed to children, according to a study published online June 24 in the Journal of the Academy of Nutrition and Dietetics.

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.

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.