When Gatorade rolled out its first line of OU kosher sports drinks 15 years ago in April 2010, it gave Jewish athletes a new competitive advantage that other athletes had for years. It also gave its broader consumer base reason to cheer, since the certification effectively validated that cochineal extract—the all-natural colorant derived from crushed beetles—was not in the recipe.
The timing was propitious since the U.S. Food and Drug Administration would begin to require listing cochineal on all food and beverage packaging in 2011. Cochineal beetles produce a red-colored acid to defend against predators and are then harvested from cactus plants in the Southwest United States, Mexico and South America. The acid can be diluted or concentrated to create red, pink and purple hues.
Cochineal has actually been used as a natural coloring agent for thousands of years. Archeologists have evidence that cochineal was originally used as a dye in the Andean region (present-day Peru, Argentina and Bolivia) and Mesoamerica (present-day Mexico and parts of Central America) for clothing, murals and medicine. When the Spanish conquered the Aztec Empire in the early 16th century, they recognized the value of cochineal and it became one of Spain’s most lucrative exports from the Americas as a highly sought dye in Europe for clergy, royalty and painters.
In the 19th century, cochineal was introduced into foods, drinks and cosmetics because of its versatility in presenting vibrant hues along the red, pink and purple palates without negatively affecting taste or quality. Ever wonder why innocuous products like yogurt, juice, jam, fruit filling or candy do not have a kosher certification? It’s possible cochineal extract is being used to create red-tinted colors to mimic strawberry, raspberry or cherry.
For many years, consumers were not aware that products contained cochineal since the natural additive was not required to be disclosed on labels. Eventually, some allergic reactions were attributed to foods, drinks or lipsticks containing cochineal, and this led to the development of synthetic dyes that proved to be an effective, lower-cost swap for manufacturers keen on removing insects from their products.
Chemistry students and scientists may understand the laboratory mechanics to create synthetic colors far more than the average consumer. Red Dye No. 40, for example, comes from a complex organic molecule synthesized from petroleum and undergoes several chemical reactions to achieve its final form and color properties. The bottom line is that these dyes generally do not induce allergenicity nor do they contain
animal or insect derivatives that would render them unkosher.
The use of Red Dye No. 40 and other synthetic colors in Gatorade paved the way for its kosher certification, and Gatorade became a staple beverage for kosher athletes in the gym, on the field, in summer camps and at home.
From a kosher standpoint, Red Dye No. 40 was heralded as an additive miracle and regulatory bodies like the FDA and the European Food Safety Authority generally considered it safe for consumption within limits. However, recent concerns about its potential link to migraines, hyperactivity, irritability and concentration, especially in children, have led to a push for its removal and replacement with natural ingredients, again.
The FDA has not yet required the removal of Red Dye No. 40, but has indicated its desire to phase it out of the food supply as part of a broader shift away from petroleum-based synthetic dyes. California passed a law banning Red Dye No. 40 and other synthetic dyes from school meals starting in 2028, and Europe requires warning labels stating that artificial coloring “may have an adverse effect on activity and attention in children.”
A more aggressive approach from the FDA or proactive adoption by companies doesn’t mean manufacturers will revert to bringing cochineal insects back into foods and beverages, despite their natural origins. Allergenicity, as well as the “gross factor,” are still consumer turn-offs to cochineal extract. Manufacturers can use fruit and vegetable concentrates from beets, cranberries or pomegranates, or even hibiscus plants, to achieve vibrant red, pink and purple hues.
Perhaps companies will take a more dramatic turn by offering clear drinks with colored bottles to indicate flavor, giving the illusion of color without artificial dyes. Any sort of reformulation to replace artificial dyes with natural alternatives can be complex and may take time to ensure the same visual appeal and taste profile of their existing products with consumers.
In the meantime, Gatorade has a handful of flavors in its current lineup that don’t contain synthetic dyes. Check the ingredient labels and while you’re rehydrating, consider calling its consumer hotline to let them know how important it is to prioritize kosher certification with any future changes to its formula.
By Ron Siesser and Chaim Goldberg
Ron Siesser is from Teaneck and Chaim Goldberg is from Queens. As colleagues, they helped pave the way toward Gatorade kosherfication in 2010.
