Major US food companies are phasing out artificial dyes due to pressure from Health Secretary Robert F. Kennedy Jr. and growing consumer concerns over potential health risks. While the EU has long regulated these additives, the US has been slower to act. Companies are now committing to reformulation by 2027, though challenges remain in maintaining product appeal with natural alternatives. Kennedy’s strategy relies on public pressure rather than regulation, and emerging state laws may further accelerate the shift. The move could have long-term effects on children’s diets and the broader landscape of food regulation.