I feel crazy for asking this question, but what does artificial color read as on an ingredient list?? I've been eyeballing labels in my house lately, just to try and see what has it and what doesn't (with the idea that I need to explore ALL possibilities into my son's behavior)... and I can't find anything. We don't tend to eat a lot of junk food, and I do the majority of our grocery shopping at various organic food stores, but I still figured I must have something in my house that would show an example. Honey Nut Cheerios? Oreos? That's about as "junk food" as we get, and while I can easily find all the bad stuff (fructose corn syrup, etc) on a label... I don't see anything that looks like a color ingredient. Are they less prevalent than one would think? Are companies not required to list them? Are they hiding under names I wouldn't recognize? Anything else beyond dyes and preservatives to look at?