I think it depends on the specific product. My grocery store also sells their own branded line of products that are typically cheaper than their brand name counterparts. Most have the same or very similar ingredients. In general, I've found that the cheaper products (cheaper, as in quality, not price) tend to use artificial coloring while the higher-quality versions lean towards natural coloring. I'm not sensitive to the array of FDA-approved colorings, and have never had any ill effects from consuming them, but my little sister was allergic to the red color, so when we were children my mother was always careful not to buy anything containing that artificial red color. I think as long as people are aware of what they're buying, and have options to choose from, there's nothing inherently wrong with manufacturers using these artificial colors.