Frito-Lay, as part of a push to use natural ingredients in its chips, is adding beet juice, purple cabbage and carrots to the recipe. These natural vegetable dyes will replace ingredients such as FD&C Red 40.
By the end of the year, Frito-Lay intends to make half its snacks sold in the U.S. with only natural ingredients.
However, according to the Wall Street Journal:
"Making snacks with natural ingredients doesn't necessarily make them healthy, nutritionists and industry critics caution, even if they are potentially less bad. That includes potato chips."