Because in the interest of being more PROFITABLE most food coloring in our food in North America is not 'natural' at all but artificially made with chemicals to be cheaper and more 'stable' in foods that are processed and need long shelf life.
This is a story from 2011 where the FDA is actually reviewing the use of artificial food coloring and 'behavior / health' in human beings ... there are some links within it to research that while not perfect cause nothing ever is in science cause so many other factors can affect outcomes but there is 'enough' to raise concerns.
This link below speaks to me as well cause it discusses the link between food dyes and children with ADHD and how to help them have more focus by limiting their access to food dyes...so research is not saying it 'causes' ADHD but it does complicate their symptoms.
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