Take another look at that food label. An ingredient or two may have vanished. As Americans pay closer attention to what they eat, food and beverage companies are learning that unfamiliar ingredients can invite criticism from online petitions and bloggers. The risk of damaging publicity has proven serious enough that some manufacturers have reformulated top-selling products to remove mysterious, unpronounceable components that could draw suspicion. Earlier this year, for example, PepsiCo Inc. said it would stop using brominated vegetable oil in Gatorade and find a another way to evenly distribute color in the sports drink. Last year, Starbucks said it would stop using a red dye made of crushed bugs based on comments it received through a variety of means," including an online petition, and switch to a tomato-based extract. Kraft Foods plans to replace artificial dyes with colors derived from natural spices in select varieties of its macaroni and cheese, a nod to the feedback it's hearing from parents. Ali Dibadj, a Bernstein analyst who covers the packaged food and beverage industry, says the changes reflect a shift from "democratization to activism" by consumers. "It used to be that people would just decide not to buy the product. Now they're actually agitating for change," Dibadj said. "There's a bullhorn - which is the Internet - so you can get a lot of people involved very quickly." In the past, a customer complaint about an ingredient may have been addressed with a boilerplate letter from corporate headquarters. But now people can go online to share their concerns with thousands of like-minded individuals.