Big names in the U.S. ice cream industry are ditching artificial food dyes—think neon blues and fiery reds—by 2028. It’s part of a voluntary pledge announced Monday, with companies betting that shoppers will prefer more natural-looking pints, even if the flavors stay the same.

Editor’s Note: This isn’t just about rainbow sprinkles looking a little duller. It’s a sign of how consumer demand for "cleaner" ingredients is reshaping even indulgent treats. While skeptics might roll their eyes at the five-year timeline, the move could pressure other junk-food giants to follow suit—or risk looking outdated. Plus, it’s a win for parents who’d rather not serve a chemistry experiment in a cone.