The food and beverage industry is no stranger to change. But when a movement gains political backing, media attention, and cultural momentum all at once, brands must act fast.
Enter Robert F. Kennedy Jr.’s “Make America Healthy Again” (MAHA) initiative: a sweeping plan targeting food reform that’s already reshaping what lands on American shelves and menus. From fast food fryers to colorful candy aisles, companies are scrambling to adapt.
As regulations tighten and consumer expectations climb, food professionals across the board—R&D leaders, marketers, category managers—face a pivotal question: how do we stay ahead of MAHA, rather than be caught chasing it?
Make America Healthy Again: What’s the Plan?
Unveiled earlier this year, MAHA is Kennedy’s signature public health initiative designed to improve the American diet by reducing harmful ingredients in packaged foods and restaurant menus. Although not yet federal law, the program’s sweeping vision has already sparked industry-wide reform. MAHA calls for the elimination of synthetic dyes, petroleum-based additives, and inflammatory seed oils—reframing these once-common ingredients as public health concerns.
MAHA’s impact is already evident in school foodservice policies, FDA pressure, and mounting consumer advocacy. But it’s not just policy—it’s culture. Consumers are demanding transparency, simplicity, and health-forward innovation from brands of every size.
For more background, have a look at our deep dive into MAHA and how it’s set to affect the industry on a macro level.
How MAHA is changing Consumer Trends
The Make America Healthy Again initiative is not only affecting policy and corporate reform—it’s changing how people talk about food.
Over the past two years, online and social media conversations about food dyes have increased by 50%. This isn’t just a reflection of media coverage; it’s being driven by more people participating in the conversation—up 14% year-over-year. This suggests a broader and growing concern, particularly among parents and health-conscious consumers.
Seed oils are also under increased scrutiny. Discussions about seed oils have grown 29% year-over-year for two consecutive years, with the highest spikes each January—likely tied to New Year’s health goals. Nearly half (43%) of these conversations explicitly reference health concerns. People aren’t just complaining—they’re searching. Terms like “organic” and “anti-inflammatory” appear in 19% and 16% of these conversations, respectively, pointing to a demand for better alternatives.
One such alternative is olive oil. Its accessibility, perceived health benefits, and familiarity are making it a go-to replacement for seed oils in both home kitchens and reformulated foodservice menus. This momentum is consistent across online recipes, menus, and influencer content, placing olive oil at the center of the MAHA-era pantry shift.
This changing dialogue around ingredients is already shaping how brands respond. Here are how some of America’s top food and beverage companies have pivoted ahead of MAHA:
Steak ’n Shake: 100% beef tallow, no seed oils
- In January 2025, Steak ’n Shake announced it would switch from vegetable/seed oils to 100% beef tallow for frying its fries across all locations by February 2025.
- Rebranding at the brand level: Steak ’n Shake adopted MAGA-style slogans and imagery, most notably with “Make Frying Oil Tallow Again.”
- The brand’s website confirms fries, onion rings, and chicken tenders are now cooked in 100% beef tallow.
- RFK Jr. publicly praised this move as part of the MAHA initiative.
PepsiCo: Phasing out artificial colors & flavors
- On July 17, 2025, Reuters reported PepsiCo will eliminate artificial colors and flavors from Lay’s and Tostitos by the end of 2025, replacing canola/soybean oils with avocado or olive oil.
- CEO Ramon Laguarta stated in Q1 earnings that over 60% of PepsiCo’s U.S. food portfolio is already free from artificial colors and that the transition is “well underway” .
- Additional confirmation came from Food & Drink International and Food Manifest, noting the strategy is accelerating in line with FDA dye regulation.
In‑N‑Out: Clearing confusion, removing artificial dyes & HFCS
- After a parody April Fool’s tweet was mistakenly cited by the White House, In‑N‑Out clarified it has not switched to beef tallow but is removing artificial flavors and synthetic dyes (Red 40, Yellow 5) in shakes and pink lemonade, and transitioning ketchup to real sugar.
- It’s also replacing high‑fructose corn syrup with cane sugar in ketchup and shakes.
Starbucks: Menu rebranding through a MAHA lens
- According to RFK Jr., Starbucks CEO Brian Niccol personally discussed aligning the café’s menu strategy with MAHA goals:
- Marketing narrative: Starbucks positions itself not just as “healthier,” but as an advocate for systemic food change—aligning publicly with a political-health initiative. That’s marketing message rather than product fix.
Skittles (Mars Wrigley): Titanium dioxide removed
- By the end of 2024, Mars phased out titanium dioxide from U.S. Skittles, a whitening agent scrutinized for health risks.
- Parade, Food & Wine, ConsumerAffairs, and India Today all reported the change, noting EU bans and DNA damage concerns highlighted by the MAHA commission.
Other brands: strategic reformulations underway.
- Tyson Foods, General Mills, Kraft‑Heinz, Conagra, JM Smucker, Hershey, Nestlé, Consumer Brands, and International Dairy Foods are listed by regulatory bodies and Texas AG investigations as preparing to phase out synthetic dyes in line with upcoming FDA rules.
These changes aren’t just for show—they reflect real ingredient shifts with definite timelines. From beef tallow fries and dye-free snacks to sugar swaps, the industry is responding in kind to MAHA-driven pressure and consumer demand.
From Insight to Action: Navigating Reformulation with Precision
The path forward isn’t just about ingredient swaps—it’s about timing, positioning, and consumer resonance.
Success hinges on identifying which changes truly matter to your audience, testing new formulations before launch, and ensuring messaging connects with current consumer values. Whether you’re reframing perception, fast-tracking innovation, or considering M&A to bypass lengthy R&D, the strategy must be informed, agile, and market-aware.
MAHA isn’t just a health mandate—it’s a demand for sharper, faster decisions across every level of product development and marketing.
If you want to understand how you can effectively reformulate and remarket your products, view our webinar discussing the reformulation process in depth.
FAQs
What is the timeline for MAHA implementation?
While MAHA isn’t official federal law yet, brands are preemptively aligning with its goals due to increasing FDA attention and consumer demand. Many companies have publicly committed to changes by the end of 2025.
How can small brands compete in this environment?
By using agile insight platforms to identify emerging needs and gaps in real time, smaller brands can outmaneuver larger competitors with focused, data-backed product innovation.
The Future Is Ingredient-First
MAHA is more than a moment for food and beverage brands—it’s a movement. And while regulatory timelines may shift, consumer expectations won’t wait. Reformulation, ingredient transparency, and intentional messaging are now table stakes. Brands that embrace this new reality—not as a burden, but as an opportunity—will thrive.
In a space where agility wins and timing is everything, platforms like Tastewise offer the foresight and functionality needed to meet the MAHA moment head-on.
Whether you’re revamping your ingredient deck or rethinking your product narrative, one thing is clear: the future of food is already here. It’s just a matter of who’s ready to lead.
