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An inorganic chemical, titanium dioxide is used as a dye to help products achieve a certain appearance, including whitening a product. Some experts and publications have described it as being akin to a paint primer that's used before the color is added to food in order to give products a uniform shine. Its presence is common in many items beyond Skittles including coffee creamers, cake mixes, and chewing gum. It's also used for pigment and in cosmetics manufacturing.

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CSPI’s Chemical Cuisine is the web’s definitive rating of the chemicals used to preserve foods and affect their taste, texture, or appearance. Besides titanium dioxide, the group recommends avoiding artificial sweeteners like aspartame, acesulfame potassium, and sucralose, as well as synthetic food dyes like Yellow 5 and Red 3. CSPI and others have recently asked the Food and Drug Administration to ban the latter dye in foods and ingested drugs because the FDA has already determined that it is a carcinogen unsafe for use in cosmetics.

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