Emerging Regulatory Pressures Prompt U.S. Food Brands to Transition Away from Synthetic Ingredients

For the last decade, the clean label movement has evolved from a niche trend into a powerful force shaping the U.S. food and beverage industry. What began as a quiet preference for simpler ingredient lists has grown into a mainstream demand for transparency, traceability, and trust, driving a transformation in consumer purchasing habits.

A 2024 survey of the Acosta Group Shopper Community found that 81% of shoppers say it's important to them to purchase clean label products¹. According to Acosta Group, "shopper attitude is reflected at checkout, with clean label sales outperforming total store sales by a compound annual growth rate of 8% versus 6%, respectively, over four years, according to NIQ."

A Shifting Food Regulatory Landscape

Today’s consumer isn’t just health-conscious—they’re label literate, values driven, and increasingly willing to switch brands over ingredients they don’t trust.

This shift in public perception and consumer buying habits is combined with mounting regulatory pressure from state legislators that is poised to transform the industry, creating a seismic moment for food brands. Those who proactively pivot away from current synthetics will be the ones to lead the next wave of growth. Those who don’t risk being left behind.

One of the most notable milestones came in 2023, when California passed the California Food Safety Act banning the use of Red Dye No. 3, potassium bromate, brominated vegetable oil, and propylparaben.² The law goes into effect in January 2027 and noncompliance means not being able to sell in the fifth largest consumer market in the world.  

California Isn’t Alone as More States Introduce New Bills to Ban Food Ingredients

In March 2025, West Virginia made history by banning seven artificial food dyes in school lunches starting in August 2025—Red No. 3, Red No. 40, Yellow No. 5, Yellow No. 6, Blue No. 1, Blue No. 2, and Green No. 3. Beginning January 1, 2028, those same dyes are banned from food items for sale in the state, along with preservatives butylated hydroxyanisole (BHA) and propylparaben.³

In April, Illinois banned potassium bromate and propylparaben.⁴ New York is considering legislation that would ban Red Dye No. 3, potassium bromate, propylparaben, BVO, azodicarbonamide, butylated hydroxyanisole (BHA), and titanium dioxide.⁵

U.S. Department of Health and Human Services Announces Ban of all Synthetic Food Dyes

This state-by-state momentum was reinforced by an announcement in April 2025 from the U.S. Department of Health and Human Services and the U.S. Food & Drug Administration phasing out all petroleum-based synthetic dyes.⁶ Authorization for Citrus Red No. 2 and Orange B will be revoked soon, while the remaining six synthetic dyes—FD&C Red No. 40, FD&C Yellow No. 5, FD&C Yellow No. 6, FD&C Blue No. 1, and FD&C Blue No. 2—should be removed from the food supply by the end of next year.

In May 2025, the U.S. Food and Drug Administration announced it “granted three new color additive petitions that will expand the palette of available colors from natural sources for manufacturers to safely use in food.”⁷ These three natural colors include two blue colors, one made from algae-based galdieria extract and another produced from butterfly pea flower, as well as calcium phosphate, a white color used in sugar for coated candies.⁸

It’s Clear—Clean Label Isn’t a Buzzword Anymore, It’s a Business Imperative

Synthetic antioxidants such as Butylated Hydroxyanisole (BHA), Butylated Hydroxytoluene (BHT), and Tertiary-Butylhydroquinone (TBHQ) protect foods from oxidation which robs food products’ natural flavor, color, and aroma even when solubility, heat, and stability are an issue. They are also among the most frequently targeted synthetic ingredients by regulators and state legislators.

Staying ahead of the curve on new bans is imperative for food brands to succeed. This means being on the lookout for the next ingredients that could be targeted. Luckily, Kemin offers a wide range of clean label solutions to help food manufacturers appeal to chaning consumer preference and stay in compliance.

Common Clean Label Alternatives to Synthetic Ingredients for Food Manufacturers

Need Assistance Formulating Clean Label Products? Kemin is Here to Help!

Kemin Food Technologies is here to help manufacturers meet the clean label challenge. As the fresher, safer, longer experts, Kemin can provide the market knowledge, innovation, and technical expertise to help you reformulate your products for a clean label competitive edge. 

The clean label market is maturing, but the next chapter will be written by those who embrace change before it’s mandated. If your brand is still relying on artificial additives in 2025, it’s time to look ahead—or risk falling behind.

Meeting clean label formulation or reformulation challenges requires a partner who can deliver the highest standard in food safety, freshness, quality, taste, texture, and label-friendly solutions. With the help of our technical experts and formulation scientists, Kemin can help you appeal to consumers and get to market faster. Speak to a technical expert today -->

References:

1. https://www.acosta.group/clean-label-products-driving-retail-sales-as-they-gain-preference-among-consumers/
2. https://leginfo.legislature.ca.gov/faces/billNavClient.xhtml?bill_id=202320240AB418
3. https://governor.wv.gov/article/governor-patrick-morrisey-signs-food-dye-legislation-law
4. https://www.ilga.gov/legislation/BillStatus.asp?DocNum=2637&GAID=17&DocTypeID=SB&SessionID=112&GA=103
5. https://www.nysenate.gov/newsroom/press-releases/2024/brian-kavanagh/senator-kavanagh-and-assemblymember-kelles-introduce
6. https://www.fda.gov/news-events/press-announcements/hhs-fda-phase-out-petroleum-based-synthetic-dyes-nations-food-supply
7. https://www.fda.gov/news-events/press-announcements/fda-approves-three-food-colors-natural-sources
8. https://www.fooddive.com/news/fda-approves-natural-colors-artificial-dye-phase-out-food/747964/  
9. https://www.consumerreports.org/food-additives/food-additives-to-avoid/

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