Just in time for the back-to-school frenzy, Welch’s Fruit Snacks is making a big move that’s sure to grab attention—and not just in the snack aisle. The company has announced that several of its most popular fruit snack flavors are ditching artificial dyes in favor of colors sourced from nature. It’s a significant shift for one of America’s go-to lunchbox staples, and it could mark the beginning of a broader change in the food industry.

Three fan-favorite varieties—Mixed Fruit, Berries ‘n Cherries, and Fruit Punch—will now be made without synthetic dyes like Red 40 and Blue 1. These dyes, often blamed for increasing hyperactivity and irritability in children, have been under growing scrutiny from health experts and parents alike. By phasing them out, Welch’s is aligning itself with an increasingly health-conscious consumer base—and likely scoring points with wary moms and dads.

“This marks an important milestone in Welch’s Fruit Snacks’ commitment to exclusively use colors from natural sources in all products across the portfolio by early 2026,” the company said in a statement. The shift comes as the U.S. Department of Health and Human Services is working with industry partners to eliminate synthetic dyes from the national food supply altogether.

Jason Levine, chief marketing officer for PIM Brands—the maker of Welch’s Fruit Snacks—said the change has been in the works for more than a decade. “The move to colors from natural sources began over a decade ago and is already reflected in products launched since 2018,” Levine explained. Now, the company is finally bringing those standards to its top-selling classics.

While the exact natural replacements for the artificial dyes weren’t detailed in the announcement, ingredients like turmeric and annatto have already been part of the mix in various Welch’s products. Both are plant-based and widely used in health-conscious food production.

Perhaps the most important part of the rollout? According to the company, customers won’t have to sacrifice flavor or texture. “We’re proud to begin rolling out our best-selling flavors made without artificial dyes and without compromising on the things we know people love about Welch’s Fruit Snacks: real fruit and great taste,” said Levine.

This comes as more families push back against long-ignored risks in processed foods. Red 40, for instance, has been linked to behavioral issues, particularly in children with ADHD. While not banned in the U.S., the dye has faced significant restrictions in Europe and other markets. With more research surfacing about how synthetic additives may impact brain development, companies like Welch’s are starting to take proactive steps before federal mandates catch up.

Health-conscious parents aren’t the only ones taking note. School systems and advocacy groups have been pressuring food manufacturers to clean up their ingredient lists—especially in foods marketed to children. And with the start of a new school year looming, the timing couldn’t be more strategic.

The new dye-free versions will start appearing on shelves soon and are expected to be fully integrated by the time classes resume in August. The broader product line will follow suit by early 2026, if Welch’s stays on track with its transition plan.

Welch’s isn’t the only major brand rethinking what goes into its products. Earlier this year, Skittles announced it would drop titanium dioxide—a controversial whitening agent—amid similar consumer backlash. It’s all part of a larger trend reshaping the snack industry: fewer chemicals, more transparency, and a renewed focus on real ingredients.

The move could also give Welch’s a competitive edge as parents become more label-savvy and wary of what they feed their kids. With trust in major food brands on the decline, this commitment to going natural might be more than just a PR win—it could be the future of food.