PepsiCo launched Simply NKD, a new line of Doritos and Cheetos products formulated without artificial flavors or dyes. The line maintains the core flavor profiles of the original snacks but removes added color entirely, resulting in fully colorless chips and puffs.

According to the company, Simply NKD is positioned as an additional option rather than a replacement for existing products. The move aligns with ongoing consumer demand for simplified ingredient statements, reduced use of artificial additives, and greater transparency in formulation, trends that continue to shape product development across the snack category.

PepsiCo says R&D teams developed the reformulated products in eight weeks, focusing on maintaining flavor intensity and texture without the visual cues traditionally associated with these brands. Achieving consistency in seasoning adhesion and flavor delivery without colorants represents a notable technical shift for large-scale snack production.

The initial Simply NKD lineup includes Doritos Simply NKD Nacho Cheese, Doritos Simply NKD Cool Ranch, Cheetos Simply NKD Puffs and Cheetos Simply NKD Flamin’ Hot. Products are available for pre-order now and will begin reaching stores December 1.

For developers, the launch signals continued mainstream adoption of simplified formulations, even among brands known for bold, highly recognizable sensory profiles. It also underscores rising consumer acceptance of products where flavor—not color—serves as the primary cue for brand experience.