The chip aisle might be getting a little less colorful. 

New variations of Doritos and Cheetos, called “Simply NKD,” are hitting store shelves soon. Unlike conventional chips, these are free of the artificial dyes that make them so visually appealing.

The move comes as the US government wants to remove several artificial dyes, citing a link between the ingredients and childhood health. The reasoning is that artificial colors make unhealthy snacks more attractive and appetizing, leading to increased consumption.