VALHALLA, New York (AP) — Pepsi has a new challenge: keeping products like Gatorade and Cheetos vivid and colorful without the artificial dyes that U.S. consumers are increasingly rejecting. Synthetic and natural colors are in FDA’s handsSome states, including West Virginia and Arizona, have banned artificial dyes in school lunches. In May, the FDA approved three new natural color additives, including a blue color derived from algae. And in September, the agency proposed a ban on Orange B, a synthetic color that hasn’t been used in decades. Ultimately, PepsiCo does not want customers to have to choose between natural colors and familiar flavors and textures, Grzeda said.