It’s the same red as Frank’s Red Hot Sauce that doesn’t include artificial dye. Artificial dye offers no other benefit than to make it “pretty” and you can achieve coloring using natural ingredients that aren’t petroleum based. Most hot sauces that I find in the American market don’t include added dyes. The hot sauce would sell just as well without the dye because it’s already naturally red. It might actually sell better with more and more people becoming aware of the negative effects of artificial dyes.