Kraft Foods Group Inc announced on Monday that it will remove synthetic colors from Macaroni and Cheese food items and also get rid of preservatives from the popular food brand. Kraft has taken the drastic step to please customers opting for food items that are healthier and less processed.
The new brand of Macaroni and Cheese will be available in the U.S. market on January 2016. Kraft announced that they would remove the artificial color with natural paprika, annatto and turmeric.
Kraft spokeswoman Lynne Galia said the changes are being made while considering consumer demands for “simpler ingredients.”
“We know parents want to feel good about the foods they eat and serve their families,” Galia said in an emailed statement.
Heather White, executive director for the Environmental Working Group, highly praised Kraft’s revolutionary move and said the company would set an example for other countries.
“The announcement from Kraft should be a wake-up call for other food manufacturers to take notice, go back to the drawing board, reformulate and get rid of these synthetic ingredients of concern, especially in food that is marketed to children,” White said.
Kraft informs the new brand of Macaroni and Cheese will not differ in taste.
“Our loyal fans told us they don’t want their Kraft Mac & Cheese to look or taste different,” said Galia. “We’ve worked hard so the new recipe will have the same look and taste that people know and love from the iconic blue box.”