CAMDEN, NJ — The Campbell’s Co. has built a foundation of consumer loyalty over the past 155 years by listening to consumer preferences and adapting. Now, the company is furthering that commitment by removing artificial dyes from two national brands: Lance crackers and V8 Splash.
After announcing its plans to move away from FD&C colors last September, the company has replaced all artificial dyes across the Lance portfolio with naturally derived colors such as annatto, a replacement for the crackers’ classic orange cheddar cheese color.
“Thank you to the diligent, collaborative teams who made this milestone possible,” said George Vindiola, senior VP and head of enterprise R&D at The Campbell’s Co., via LinkedIn. “As we adapt our ingredients and recipes to address changing consumer needs, we remain grounded in our commitment to making great food people love.”
The brand now boasts an artificial dye-free portfolio across 16 brands, with changes to smaller, regional snacks brands to be completed by the end of July 2026.
The formulation development was a natural step for the company as many of its snack brands have been using natural flavors for more than 15 years, including all Goldfish crackers.
