When California banned Red Dye No. 3 in food products in 2023, it set off a chain reaction that culminated in the FDA’s broader action. On January 15, 2025, the FDA announced a ban on Red Dye No. 3 in both food and pharmaceuticals nationwide. But according to Lucas and Noah Kraft, founders of clean, dye-free medicine company Wonderbelly, the public conversation has missed a crucial aspect: what’s hiding in our medicine cabinets.
“There has been a flurry of press around the ban on Red 3 but it’s mainly been focused on foods,” says Lucas Kraft. “The ban isn’t only on Red Dye No. 3 in food—it’s on red dye in products,” Noah Kraft adds. “Why is no one talking about red dye in our medicine?”
Why It Matters
The scale of the issue is substantial. In 2023 alone, NielsenIQ reports 5.7 billion units of OTC medicine were sold in retail, averaging 17 units per American and 44 units per household annually.
According to recent data from Massachusetts Institute of Technology in Cambridge and Brigham and Women’s Hospital in Boston, an estimated 93 percent of medicines contain potential allergens, with a third containing at least one chemical dye associated with allergic reactions in patients.
“If we’re worried about it in our Skittles and in our Cap’n Crunch, why aren’t we concerned about what’s in our OTC medicine? Why is NyQuil red and Pepto pink? We should be holding medicine to a much higher standard,” says Lucas. “Eating Skittles is a choice,” adds Noah. “Taking medicine is not a choice. It’s something we have to consume when we need it.”
The science is clear: The FDA notes artificial dyes are derived from petroleum and coal sources, and studies have linked various synthetic food dyes to health concerns ranging from hypersensitivity reactions to potential carcinogenic effects. The stakes are particularly high for children, as their developing brains are particularly vulnerable to these toxins, with research linking synthetic food dyes to hyperactivity, impulsivity and other neurobehavioral issues.
What’s Next
Looking ahead, Noah envisions a fundamental shift in how we think about over-the-counter medications. His hope for the industry’s future is that “clean OTC medicine becomes the norm and the standard for what is allowed to go into our medicines is redefined. All consumers need—in almost all cases—is the active ingredient. The rest, at minimum, should not include anything even remotely questionable or that could cause harm.”
While Red Dye No. 3’s ban marks a significant milestone, questions remain about other artificial colorants still commonly used in pharmaceuticals. When asked about the potential ban of other dyes like Red Dye No. 40, Yellow 5, or Blue 1, Noah Kraft takes a measured stance. “We hope [these will also be banned] but it’s hard to tell. We don’t want to conjecture on the FDA’s next moves except to say we think it is worth questioning why dyes AT ALL are allowed in OTC meds.”
It’s a question that resonates particularly strongly given that 81 percent of adults use OTC medicines as their first response to minor ailments. As consumers become increasingly conscious of artificial additives in their food, it’s high time to take a closer look at what’s coloring our medicine cabinet.