WASHINGTON D.C, July 19 2025 — PepsiCo has announced a major overhaul of its flagship snack brands, Lay’s and Tostitos, pledging to eliminate artificial colors and flavors by the end of 2025. The move, highlighted by U.S. Health Secretary Robert F. Kennedy Jr. in a post on X yesterday, also includes a switch to avocado and olive oil, replacing canola and soybean oil, in a bid to align with the “Make America Healthy Again” (MAHA) movement.
Kennedy, posting from his official X handle @SecKennedy at 18:06 UTC on 19 July 2025, praised the decision and urged other food companies to follow suit. “I urge every other food company to join the movement to Make America Healthy Again,” he wrote, alongside an image from Reuters detailing the rebranding plans.
The announcement, first reported by Reuters on 17 July 2025, comes amid mounting pressure from Kennedy’s advocacy for whole foods and his critique of synthetic additives in the U.S. food supply. Industry observers note this shift mirrors a broader trend, with Coca-Cola announcing on 16 July 2025 its intention to use cane sugar in U.S. beverages, a preference championed by the MAHA movement.
PepsiCo’s decision has sparked mixed reactions on X. Supporters like @GuntherEagleman hailed it as a “huge win,” while skeptics, including @InformedNJNurse, questioned whether the change merely makes “junk food slightly less junky.” Concerns also emerged over President Donald Trump’s recent tariff on Mexican produce, reported on 13 July 2025, which could drive up avocado prices—key to PepsiCo’s new oil blend—potentially offsetting cost benefits for consumers.
A 2015 study, cited in related X posts, linked artificial dyes like Red 40 to hyperactivity in children, lending scientific weight to the rebranding. However, some users, such as @LucienWolfe111, warned that higher ingredient costs might strain American households already facing inflationary pressures.
The rebranding aligns with PepsiCo’s earlier Simply line, which offers additive-free options, though uptake has been slow, according to F/m Investments’ Christian Greiner. As the industry pivots, analysts will watch whether this marks a genuine health revolution or a strategic marketing play, with implementation set to conclude by year-end.