Free Market Win! (Wegman’s)

Wegmans has removed artificial dyes from their frosting! 


It took nearly 3 years to reformulate the recipes, but Wegmans has succeeded in replacing artificial colorings with natural colors derived from fruits and vegetables.  Their new line is called True Colors.  It can be found on cakes, cookies, and cupcakes in all of their bakeries.


What prompted the change? 


We did! 


According to Wegmans Senior Vice President: “It’s no secret that consumers have become more and more curious about what’s in their food; they ask more questions about ingredients and want reassurance that even for indulgent treats, they are feeding their family and guests food that they can feel good about.”


This is great news for consumers because some dyes are linked to cancer, hyperactivity, loss of mental focus, and allergic reactions.*


Wegmans worked closely with their color supplier to achieve “deeper and more vibrant shades similar to those that the artificial colors provided, without leaving the taste of tomatoes or beets in the icing,” according to the Senior Vice President.


What You Can Do:

Support Wegmans decision to remove artificial colorings from their icing by:

  • Purchasing your next cake, cookie, or cupcake from Wegmans.
  • Contacting Wegmans to thank them for listening to the consumers:
  • 1-800-WEGMANS, ext. 8500-4760
  • On Facebook:
  • On Twitter: @Wegmans



Center for Science in the Public Interest. Food Dyes: A Rainbow of Risks. Washington DC; 2010:1–59. Available at:


Weiss B, Williams J, Margen S, et al. Behavioral responses to artificial food colors. Science. 1980;207(4438):1487–1489. Available at:


Schab D, Trinh N. Do artificial food colors promote hyperactivity in children with hyperactive syndromes? A meta-analysis of double-blind placebo-controlled trials. Journal of Developmental & Behavioral Pediatrics. 2004;25(6):423–34. Available at:


McCann D, Barrett A, Cooper A, Crumpler D, Al. E. Food additives and hyperactive behaviour in 3-year-old and 8/9-year-old children in the community: a randomised, double-blinded, placebo-controlled trial.


The Lancet. 2007;370(9598):1560–1567. Available at:


Sasaki YF, Kawaguchi S, Kamaya A, et al. The comet assay with 8 mouse organs: Results with 39 currently used food additives. Mutation Research – Genetic Toxicology and Environmental Mutagenesis. 2002;519(1-2):103–119.


Lancaster F, Lawrence J. Determination of total non-sulphonated aromatic amines in tartrazine, sunset yellow FCF and allura red by reduction and derivatization followed by high-performance liquid chromatography. Food Additives and Contaminants. 1991;8(3):249–63. Available at:

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