U.S. consumer packaged goods (CPG) companies are reconfiguring their supply chains in response to anticipated food regulations and the Make America Healthy Again (MAHA) movement, led by President Donald Trump and Robert F. Kennedy Jr. According to Oisin Hanrahan, CEO of Keychain, a sourcing platform serving eight of the top 10 retailers, industry focus on product reformulation now outweighs concerns over tariffs.
CPG giants are racing to adapt to the MAHA movement. Upcoming food regulations and shifts in consumer preferences, amplified by social media, are influencing ingredient sourcing, manufacturing processes, and marketing strategies.
Keychain, an AI-driven sourcing platform used by major brands and retailers including Amazon‘s Whole Foods, 7-Eleven, and General Mills, reported a notable rise in projects flagged as “natural,” from 6.81% in August 2024 to 21.7% by February 2025.
Hanrahan told Fortune that companies are now paying more attention to MAHA’s influence than trade tariffs.
“From our daily conversations at Keychain, MAHA is reshaping how CPG companies approach formulation and marketing, particularly what qualifies as ‘natural,’” Hanrahan said.
Projects categorized as “natural” include ingredients labeled natural, clean, organic, non-GMO, better-for-you, or free from artificial flavors and seed oils. RFK Jr. has previously claimed that Americans are being “unknowingly poisoned” by seed oils, despite scientific research disputing the assertion.
Keychain has tracked over 10,000 natural projects in each of the last three quarters, representing more than $3 billion in value.
Both processed-food manufacturers and produce growers are updating products and marketing strategies to align with MAHA, sometimes resulting in significant sales growth, The New York Times reported.
Keychain recently closed a $30 million Series B funding round led by Wellington Management and existing investor BoxGroup. The platform supports both major retailers and smaller businesses.
“Brands are actively rethinking sourcing strategies, sometimes switching manufacturing partners entirely to meet ‘natural’ requirements,” Hanrahan explained. “It’s not a minor adjustment.”
Sourcing reformulated ingredients often comes with longer lead times, higher costs, or the need for complete supply chain overhauls. Smaller brands face the most pressure due to limited operational flexibility.
Even major retailers must adapt quickly to stay relevant.
“Larger brands may better absorb costs or adjust schedules, but they still feel the pressure to act fast and stay ahead of consumer trends,” Hanrahan said.
Regulatory changes also loom. Former President Joe Biden’s administration banned Red Dye No. 3 in January 2025, and President Trump expedited a broader phase-out of petroleum-based food dyes in April.
Keychain’s real-time data tools allow brands to analyze sourcing at a granular level.
“There’s more focus now on every component—manufacturing, ingredients, packaging—to ensure origin compliance,” Hanrahan said. As MAHA standards tighten, brands are increasingly adopting dual-sourcing or dual-manufacturing strategies, a practice first seen during the COVID-19 pandemic.
Regarding price impact, Hanrahan noted that natural ingredient reformulations can lower raw material costs but increase production expenses due to reduced shelf life and logistics demands, keeping retail prices relatively stable.
Many brands are making these shifts to retain health-conscious consumers and stay ahead of regulations. After months of focusing on tariffs and trade disruptions, CPG boardrooms are now prioritizing food regulations—what will be banned, reclassified, or relabeled next.
“The market is already acting as if the rules are here,” Hanrahan said. “Brands that cannot keep up risk being left behind.”
