The U.S. Food and Drug Administration's (FDA) decision to phase out Red Dye 3, a synthetic ingredient that gives food and beverages a vibrant red color, already appears to be altering consumer behavior: They’re buying less of the stuff.

The FDA's move stops short of the outright ban that had been floated for in Kennedy's "Make America Healthy Again" platform from the campaign trail. Instead, it relies on what the Department of Health and Human Services said was a "national standard and timeline for the industry" to voluntarily make the switch.