probably less toxic food coloring
And the toxicity of the american food coloring isn't all that much of a risk anyway. Remember, the US uses a better "risk based" assessment on FDA approval, where most other countries use a "hazard based" model.
So if something doesn't increase the risk of cancer after like 1000 servings or what-not, it's ok for example.
People see the overreactions of other countries banning something and we don't, and they fear monger that our food is more dangerous when it really isn't.