American consumers have become more aware of food dyes and their potential health risks in recent years. As a result, food companies are starting to respond, offering dye-free versions of popular snacks.
According to one Austin woman on TikTok, opting for the dye-free version of one well-known snack doesn’t mean sacrificing taste.
In her video, which has garnered over 8,190 views, TikTok creator Brynna Ashlyn (@brynna_ashlyn) reviews the newly released NKD Cheetos, which are marketed as having no dyes or artificial flavors.
“All right, here’s the most exciting news of the day,” she begins. “I don’t know if you guys have seen the Cheeto and Dorito brands out in stores that say ‘naked’ on them.”
She explains the snack contains no artificial dyes. “As you can see, these are naked,” she says, holding up the bag. “But they’re Hot Cheetos.”
According to Brynna, there’s no difference in taste. “When I tell you they taste exactly like Hot Cheetos, if not better,” she says. “Without Red 40.”
She adds that this could signal a positive change in the industry.
“We’re getting somewhere, America. We’re getting somewhere. They’re so freaking good,” she concludes.
What’s The Difference Between Regular And NKD Hot Cheetos?
When looking at the ingredients, the NKD list is noticeably shorter than the original Flamin’ Hot Crunchy version.
The classic recipe includes artificial dyes like Red 40, along with flavor enhancers such as MSG and additives like disodium inosinate and guanylate, which help create its signature intense taste.
In the NKD version, there are no artificial colors, no MSG, and no added flavor boosters.
Instead, it uses ingredients like yeast extract, spices, and lactic acid to achieve a similar flavor profile. While the base ingredients remain largely the same, the overall seasoning system is simpler and likely a bit less aggressive.
Some consumers say the difference is barely noticeable. On Walmart’s NKD product listing, the snack holds a 4.6 out of 5 rating, with several reviewers saying it tastes very similar to the original.
Other Companies Taking Similar Steps
PepsiCo, the company behind Cheetos, isn’t the only one moving away from artificial dyes.
As reported by CNN, Kraft Heinz plans to remove all artificial colors from its products by the end of 2027. The company’s portfolio includes household staples like Kraft Mac & Cheese, Jell-O, Heinz ketchup, and Capri-Sun.
Retailers are also getting involved, with Target recently announcing that it will no longer sell cereals made with artificial colorings by the end of May.
Combined with public pressure, these changes are happening as more attention is being put on food dyes in general. The Secretary of Health and Human Services, Robert F. Kennedy Jr., has been vocal about the issue, calling out artificial additives and pushing for stricter standards.
Comments Push Back
In the comments section, viewers weren’t convinced the revamped product is any healthier.
“They still use seed oils so still poison,” one commenter wrote.
Brynna responded, “Obviously… it’s a packaged food. I’m not sure why people are assuming I was implying it’s healthy… it’s quite literally Cheetos. I just said it doesn’t have Red 40.”
Others shared their own experiences trying the products. “I tried the NKD Doritos. I could tell a slight difference, but they were good,” one person said, while another added, “Haha, I just bought some this weekend! They’re actually pretty good.”
@brynna_ashlyn Nkd Cheetos for the win
BroBible has reached out to PepsiCo via email and Bynna via Instagram messages.