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Nestlé USA has completed the removal of all Food, Drug & Cosmetic (FD&C) colours from its US food and beverage portfolio, marking a significant milestone in the company's broader strategy to align products with evolving consumer preferences for simpler ingredients and greater transparency.

The company announced that it has fully eliminated FD&C colours from products sold across its US food and beverage business, fulfilling a commitment made in 2025 to accelerate the transition away from synthetic colour additives.

The move comes as major food manufacturers face increasing pressure from consumers, retailers and policymakers to reformulate products using ingredients perceived as more natural and easier to understand.

According to Nestlé USA, the transition involved reformulating products where artificial colours had previously been used while maintaining product quality, taste and consumer appeal.

"Consumers are at the centre of every decision we make," the company said, emphasising that ingredient changes were implemented without compromising food safety, quality or product experience.

Among the brands affected by the initiative was Nesquik, where strawberry-flavoured products were reformulated using colours derived from natural sources. Nestlé's foodservice division also transitioned more than 20 beverage products within its Nestlé Vitality portfolio to natural colour alternatives in a five-month period.

The latest announcement builds on a broader reformulation strategy underway across Nestlé's US business. The company said it is continuing to reduce added sugars where appropriate, while expanding low- and no-sugar offerings across categories.

Nestlé noted that less than 1% of its US portfolio contains high-fructose corn syrup and that it does not use aspartame in products sold in the US market.

Recent product launches include zero-sugar offerings under the Coffee Mate brand, reflecting growing demand for products that support sugar reduction without sacrificing convenience or taste.

Alongside the removal of synthetic colours, Nestlé highlighted efforts to simplify ingredient lists across several flagship brands.

The company's Natural Bliss dairy creamers are formulated with four ingredients: milk, cream, sugar and natural flavour, while Libby's Pure Pumpkin contains only pumpkin. Nestlé also pointed to its California Pizza Kitchen frozen pizzas, which are made with real cheese, contain no artificial flavours and feature preservative-free crusts.

The emphasis on ingredient transparency reflects a wider trend within the food and beverage industry, where manufacturers are increasingly focusing on clean-label positioning and consumer trust.

To support those efforts, Nestlé continues to expand the use of SmartLabel technology, providing consumers with digital access to detailed product information and ingredient disclosures.

The company is also investing in product innovation aimed at emerging consumer health trends.

One example is Vital Pursuit, a recently launched frozen meal range developed for consumers using GLP-1 weight-management medications. The meals are designed to provide higher protein levels, portion-controlled servings and nutrient-dense nutrition tailored to changing eating habits.

Nestlé highlighted additional brands serving the growing functional nutrition market, including Vital Proteins, which offers collagen-based wellness products, and BOOST, which provides protein, vitamins, and minerals for a range of dietary needs.

Industry analysts view these categories as key growth areas as consumers increasingly seek foods and beverages that deliver both nutrition and specific health benefits.

The removal of FD&C colours represents one of the most visible examples of Nestlé USA's wider portfolio transformation strategy, which combines ingredient reformulation, nutrition improvements, transparency initiatives and targeted innovation.

While the company described the achievement as a significant milestone, it indicated that further product evolution remains a priority as consumer expectations continue to shift.

The announcement positions Nestlé among a growing number of multinational food manufacturers moving away from synthetic colours and investing in cleaner labels, functional nutrition and enhanced consumer transparency as competitive differentiators in the US market.