MAHA SNAP Rules Push Brands to Reformulate as Benefits Shrink
SNAP waivers in 23 states restricting purchases for about one-third of recipients could trim food-and-beverage sales by up to $830 million this year as shoppers switch to allowed items or cut back; major brands (Hershey, Kraft Heinz, PepsiCo, Coca-Cola, Nestle, General Mills) are measuring shopper response and accelerating reformulations to remove artificial dyes amid MAHA’s push to curb synthetic colors and SNAP purchases; Iowa has codified MAHA provisions, signaling a broader shift that could tighten access to sugar-sweetened beverages and candy, even as some executives expect a muted impact and retailers remain exposed to SNAP spending shifts.
