Nick HowarthFounder, BBHC · Founder - BBHC Health Coaching

WTF is Red 40? And why is my drink glowing?#red40 #food #nutritiontips

18 Mar 2026 · 1 min

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1:04

In this informal, expletive‑laden monologue, the host of the series “What the Fuck Is That?” explains what Red 40 is, how it is manufactured as a synthetic food dye, and why it is used to give foods a bright, eye‑catching red color. He lists the wide range of products that contain Red 40—candy, sports drinks, cereal, frosting, fruit snacks, yogurt—and describes how the color influences consumer perception, making foods seem sweeter and more flavorful before tasting. The host also mentions research linking Red 40 to behavioral changes in children, suggesting the dye is targeted at kids to drive sales. The segment ends with a sarcastic call‑out to the industry’s profit motive and a teaser for the next episode.

Chapters

What the fuck is Red 40? And why is my drink glowing like a stop sign? Red 40 is a synthetic food dye. Its job? Make food look bright, colorful, and exciting. Waaaaah! Because apparently if your strawberry drink isn't nuclear red, nobody wants it. Here's the thing. Red 40 isn't made from strawberries. It's manufactured through chemical processing to make a certain pigment, and that gives food that bold candy red color. And it shows up everywhere. Candy, sports drinks, cereal, frosting, fruit snacks, and even some yogurt. Basically any food that wants to scream Fruit flavour! Without actually using any fruit. Colour is powerful. Your brain uses it to guess flavour before you even take a bite. I'm pretty sure you know what that drink tastes like. And bright red says sweet, fruity, and delicious, which is great for marketing, but Red 40 exists purely for looks. And here's something you may or may not know about Red 40. There have been studies linking Red 40 to behavioural deviation in children, and this is who it's aimed at. A little kid sees a bright red lollipop and they say, Mummy, I want that. But hey, if it makes money, who cares? See you in the next episode of What the Fuck Is That? Because you deserve to know.