Newman, skeptical but hopeful, began examining Jakari's diet. She found artificial colors in everything from his marshmallows to the bubblegum-flavored mouthwash he used twice a day.
Stevenson's studies, which found a measurable but modest effect of artificial dyes on behavior, draw parallels to the societal benefits of removing lead from gasoline. "When you took lead out of petrol, the improvement in IQ scores was about the same magnitude as the change we see in children's behavior when you alter the dyes in their diet," Stevenson said.
Most European companies avoid the label by switching to natural dyes like beet juice and spirulina extract. A few U.S. companies have followed suit. Kraft now uses turmeric and paprika to turn its macaroni and cheese sauce bright yellow.
The National Confectioners Association, which represents the candy industry, said in a statement that "activists are dismantling our national food safety system in an emotionally-driven campaign that lacks scientific backing."
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