Thanks to Robert F. Kennedy Jr.’s latest move as Health and Human Services Secretary, reformulation is no longer a “nice to have”—it’s F&B’s new core strategy. In a recent press conference, Kennedy and the FDA announced a full-phase ban of nine artificial food dyes within two years, riding a bipartisan wave of ingredient crackdowns already in motion across states like California, Texas, and New York. This plan is part of his sweeping Make America Healthy Again (MAHA) initiative to clean up the US food supply.

At the same time, the FDA announced it will eliminate the remaining six synthetic food dyes on the US market including Red 40, Yellow 5 and 6, Blue 1 and 2, and Green 2—by the end of this year. And that previously distant reformulation deadline for Red Dye No. 3? It’s now being pushed up, with regulators asking food companies to phase it out by the end of next year, not 2027 or 2028 as once expected.

While there’s no formal regulatory mandate yet, there is a mutual understanding between the FDA and the food industry to get it done—fast, according to Health Secretary Kennedy.  FDA Commissioner Marty Makary echoed that approach, noting, “There are a number of tools at our disposal,” and the FDA is looking to “start in a friendly way.” “We are exploring every tool in the toolbox to make sure this gets done very quickly,” Makary said. 

The agency is also setting a national transition timeline and beginning the process to revoke authorization for these petroleum-based dyes—even those no longer in production. 

If your snacks, cereals, or beverages still rely on synthetic shine, it’s officially time to rethink your recipe. But here’s the good news: smart reformulation isn’t just about survival—it’s your shot to innovate faster, market better, and build trust where it counts. 

So, what’s your next move? Start here—with three reformulation moves your team can’t afford to ignore.

Move #1: Build an AI-driven ingredient discovery process 

Let’s face it: Hunting for clean-label alternatives using traditional online search and email is too slow for today’s regulatory pace.

RFK’s ban comes on the heels of several state-level actions (California, New York, and Texas) that have already outlawed ingredients like BVO, Titanium Dioxide, and artificial dyes in schools. And now, the FDA has officially banned BVO and plans to phase out other petroleum-based chemicals by the end of 2026. The trend is clear: what’s compliant in one state could be illegal in another—sooner than you think.

Here’s your move: Use intelligent sourcing technologies to find, qualify and onboard new suppliers and ingredients faster. Google’s great, but an industry-specific platform like TraceGains Gather lets you tap into specialized sourcing options, with AI-powered recommendation and comparison tools built on a framework of F&B industry insights. Meanwhile, intelligent matching tools can help map global environmental and horizon scanning data to the unique items in your supply chain.

Pro Tip: Platforms that integrate regulatory intelligence, sourcing feasibility, and supplier data can shave months off your reformulation timeline.

Move #2: Connect with pre-vetted, compliant suppliers—now 

Reformulation isn’t just a lab problem—it’s a supply chain problem.

Swapping out synthetic dyes for natural ones like beet juice powder or turmeric extract sounds great, but only if you can actually source them at scale. The minute new bans go into effect, demand for compliant ingredients will spike—and supply will tighten. That’s where a business ecosystem of like-minded brands and suppliers can help keep things moving. When brands, manufacturers and suppliers can share data and speak a common language, it creates an environment of transparency that get you to the right solutions quickly.

Here’s your move: Digitally connect with a network of pre-vetted suppliers who already meet your compliance requirements—before the scramble begins.

Pro Tip: Don’t just swap ingredients—build diversified supplier pipelines to avoid getting boxed out by backorders or region-specific bans.

Move #3: Turn reformulation into a transparency win

Kennedy’s proposed food dye ban isn’t happening in a vacuum. It’s being driven by mounting consumer pressure for transparency, clean labels, and healthier options. 

• 64% of shoppers would switch brands for better product transparency 

• 44% are checking nutrition and ingredient labels more than ever 

• 80% would pay more for sustainable, cleanly sourced goods 

That means you have a window to turn reformulation into a marketing win. Make your changes visible. Call them out. Educate your consumers on why your product is better for them—and their families.

Here’s your move: Use reformulation as an opportunity to build a better story. Highlight your commitment to health and transparency. Show how you’ve eliminated controversial additives. Make it a reason to believe. 

Pro Tip: Combine smart formulation with digital transparency tools to let consumers trace your ingredients all the way back to the source.

What happens if you wait?

Waiting to see how the regulatory dust settles isn’t a strategy—it’s a liability. 

Between RFK’s two-year federal phaseout plan, the FDA’s recent BVO ban, and 100+ active ingredient-related bills across US states, the time to act is yesterday. Brands that hesitate will face: 

• Emergency reformulations under regulatory pressure 

• Expensive packaging and label reworks 

• Lost shelf space from noncompliance 

• Eroded consumer trust 

Final thought: From regulatory headache to competitive edge

If you’re still viewing reformulation as a compliance chore, it’s time to flip the narrative. In the new MAHA era, reformulating for cleaner, safer, and more transparent products is one of the fastest ways to earn consumer trust and outpace the competition.

Brands that move now will:

• Launch reformulated SKUs with confidence and clarity 

• Lock in secure, ethical supply chains 

• Turn transparency into a differentiator 

• Build brand equity in a health-conscious market 

In short: what feels like a regulatory challenge is actually your next big growth opportunity.

Need help navigating the new era of reformulation?
Explore TraceGains’ NPD suite to see how AI-powered product development and smarter sourcing tools can help your brand stay ahead of ingredient bans, build trust, and launch faster.