Campbell Soup Company has quietly reformulated its Lance crackers to remove artificial dyes, according to recent reports. The change affects the brand's popular sandwich crackers, which had previously contained synthetic colors like Yellow 5 and Yellow 6. The company confirmed the reformulation but did not make a public announcement.
The move comes amid increasing consumer demand for cleaner food ingredients and growing scrutiny of artificial additives. Several major food companies, including Kraft Heinz and General Mills, have already removed artificial dyes from some products. Health advocates have linked synthetic dyes to behavioral issues in children, though the FDA maintains that approved dyes are safe at current levels.
Campbell's acquired Lance in 2018 as part of its purchase of Snyder's-Lance. The reformulation aligns with Campbell's broader efforts to simplify ingredients across its portfolio, including its namesake soups and Goldfish crackers. The company has not disclosed a timeline for the change or whether it will apply to all Lance varieties.
Industry analysts note that removing artificial dyes can be challenging due to cost and stability issues, but consumer pressure is driving change. The reformulation is part of a wider trend where food manufacturers are responding to shifting preferences for natural ingredients.
