US MAHA drive sparks complex reformulation; natural colours and fortification key

Chicago, United States — 27 July 2026

The US 'Make America Healthy Again' (MAHA) movement is intensifying demand for cleaner label ingredients and enhanced nutritional profiles within the American food and supplement sectors. This consumer-led shift, bolstered by emerging policy, mandates a comprehensive overhaul of product formulations. Ingredient suppliers attending IFT FIRST 2026 in Chicago reported a surge in requests for natural colours, simplified ingredient lists, reduced sugar content, and fortification with protein and fibre. Innova Market Insights highlights the consumer imperative, noting that 37% of US consumers avoid artificial colourings and preservatives, and 54% actively read labels before purchase.

Reformulation of colour systems represents an immediate pressure point. Kristy Ellenson, Marketing Lead for Döhler North America, stated that replacing synthetic colours, especially blues and greens, poses significant technical challenges due to stability issues across pH levels, processing conditions, and shelf life requirements. Solutions like Döhler's gardenia-derived San-Ei Blue are emerging, but often require extensive application development for broader use cases beyond beverages. Moreover, brands must manage consumer perception, ensuring that naturally-sourced colours visually communicate quality and taste, rather than appearing dull or artificial. This necessitates transparent communication on packaging, linking colours to their botanical origins.

Beyond aesthetics, manufacturers face complex technical hurdles in replacing synthetic preservatives and functional additives without compromising taste, texture, safety, or affordable pricing. Prosur's approach, described by Brian Metzger, VP North America, involves 'protecting food with food' – extracting functional antioxidants from natural sources like citrus and rosemary. However, these substitutions are rarely one-to-one. Removing an ingredient like nitrite, critical for colour, preservation, and food safety in processed meats, demands rigorous challenge testing and third-party validation to ensure pathogen control. Similarly, replacing phosphates while maintaining moisture retention and umami profiles requires advanced natural systems.

The MAHA trend also aligns with positive nutrition, with protein and fibre fortification gaining significant traction. Innova details that 54% of US and Canadian consumers are increasing their protein intake, reflecting a broad market opportunity. However, incorporating these macronutrients demands careful formulation to maintain sensory appeal. Leaslie Carr, Senior Director at Ingredion, emphasised that products 'have to taste good' for repeat purchase, necessitating nuanced approaches to manage protein and fibre's impact on texture and mouthfeel. The focus is on delivering nutrient density without compromising palatability or affordability, ensuring MAHA-aligned products are accessible beyond premium segments and meet a balanced nutritional approach.

What this means for United States

US supplement and food brand owners must prioritise significant R&D investment into natural colour and preservative systems within the next 12-18 months. Reformulation windows for products containing high-risk ingredients like petroleum-based dyes (present in nearly 50% of relevant US launches) are narrowing. Procurement teams should expect increased costs and potentially longer lead times for novel functional ingredients aligned with clean label and fortification trends. Companies capable of delivering high-quality, stable, and cost-effective natural ingredient solutions will gain competitive advantage. Furthermore, effective communication strategies linking natural ingredients to positive health outcomes and sensory appeal will be crucial to securing market share and navigating evolving consumer expectations.

The MAHA movement ultimately requires a system-level approach to product design, integrating target claims, processing realities, packaging, and regulatory compliance from the outset. Success hinges on co-creation with ingredient suppliers to overcome technical challenges, ensuring that cleaner labels and positive nutrition translate into desirable, affordable, and scalable products that drive repeat purchase.

Brand owners increasingly rely on contract-manufacturing partners such as Supplement Factory to navigate these requirements.