100 % PURE uses healthy, antioxidant rich pigments of Cocoa, Peaches, Goji Berries, and other nutrient
dense plant or mineral pigments, instead of the commonly used FD&C / Lake colorants like
Red Dye # 40, Blue Dye # 6, etc.; all of which can contain unhealthy heavy metals such as lead, arsenic,
cadmium, mercury and more.