Many people are allergic to food dyes which cause rashes, ADD and ADHD and Lord knows what else. People allergic to food dyes in medicine have a difficult time finding medicines they can safely take. Imagine having high blood pressure only to discover that your medicine is causing that horrible itchy rash all over your body. Or dealing with a hyperactive kid who's teachers constantly complain about them only to find out it's the food color in his cereal causing him to act that way.
We deserve/demand clean wholesome foods and medicines, not ones that make things worse.