There’s been lots of talk about the potential harmful effects of artificial dyes since Secretary of Health and Human Services Robert F. Kennedy Jr. took his “Make America Healthy Again” agenda to the national stage. A swell of US packaged food companies, including Kraft Heinz, General Mills and Kellanova, the maker of Pop-Tarts and Pringles, have pledged to cut the use of artificial colors in the next few years. Big Food has maintained that synthetic dyes are safe, but tweaking their recipes will allow the companies to keep up with changing consumer preferences—in addition to staying on Kennedy’s good side. It’s also a necessity for any company that wants to remain on the shelves in West Virginia, which has banned artificial food dyes, effective Jan. 1, 2028.