PepsiCo announced plans to remove all artificial colors from its flagship Gatorade “Thirst Quencher” and Gatorade Zero lines.
Scheduled for a full rollout by fall 2026, Gatorade’s fruit punch, lemon lime and orange flavors of Gatorade’s “Thirst Quencher” and Gatorade Zero will include only plant-based colors, made from fruits and vegetables.
The sports drink brand’s powder stick portfolio will also remove all artificial colors in the spring.
The decision to replace petroleum-based dyes with plant-derived alternatives aligns with the company’s broader corporate commitment to remove synthetic dyes from its U.S. portfolio. This move responds to increasing federal pressures to phase out petroleum-based additives. ProFood World previously reported that these dyes have been linked to health concerns such as irritability, restlessness, and sleep disturbances.
“By listening to consumers, we’re learning more of what they want and don’t want in their Gatorade,” Mike Del Pozzo, President, PepsiCo Beverages U.S says. “We’re on a journey to remove artificial colors from our product portfolio while maintaining the bold Gatorade color people know and love.”
However, color changes put PepsiCo at risk of consumer alienation or “brand drift," according to Juris Law Group. Gatorade’s brand is often visually identifiable by color. Natural colors will need to be exceptionally similar to legacy products to maintain consumer trust. Juris Law Group says that the challenge will be achieving visual consistency without the chemical stability that synthetic dyes provide.
PepsiCo is on track to remove artificial colors from its portfolio by the end of 2027, a year later than the voluntary deadline set by Health Secretary Robert F. Kennedy Jr.
