VALHALLA, New York (AP) — Pepsi has a new challenge: keeping products like Gatorade and Cheetos vivid and colorful without the artificial dyes that U.S. consumers are increasingly rejecting.

PepsiCo , which also makes Doritos, Cap'n Crunch cereal, Funyuns and Mountain Dew, announced in April that it would accelerate a planned shift to using natural colors in its foods and beverages. Around 40% of its U.S. products now contain synthetic dyes, according to the company.

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