Written by Elizabeth Renter, Natural Society, http://naturalsociety.com/kraft-remove-artificial-colors-macaroni-cheese-products/

The bright orange color of Kraft Macaroni & Cheese doesn’t look natural. But for millions of kids, that bright orange  hue in the bright blue box marks a comfort food—a creamy lunch or dinner side  that keeps them coming back for more – if not for the taste, than for all of the  artificial toxins within. Processed food company extraordinaire Kraft  recently announced they would be improving at least some of their macaroni &  cheese products by reducing the questionable artificial color ingredients  within.

The announcement came on the heels of a  Change.org petition that began in March and had more than 348,000 signatures  at last count. While Kraft says their decision isn’t because of the petition,  they no doubt heard the collective voice of consumers. Interestingly, one  New York mother has started a similar petition, asking candy-maker  Mars to replace their artificial colors with natural ones, creating  a momentum that we need to collectively accelerate.

The plan is to remove artificial colors from three different varieties that  come in kid-friendly shapes. This means the original Kraft Macaroni &  Cheese will still contain artificial dyes, though the other varieties won’t.  Apparently they want to keep the toxins available for those who like that sort  of thing.

Kraft’s vice president of marketing for meals, Triona Schmelter, said the  company will also add whole grains and reduce the amount of sodium and saturated  fats in the selected varieties. This, she says, is in an effort to cater to  “evolving customer preferences.”

Consumers are more frequently reaching for products with natural ingredients,  even in processed and packaged foods. We are becoming more aware of the dangers  associated with things like artificial colors, preservatives, and over-processed  grains. And choosing these more healthful varieties is even more important to  many for the sake of their children’s health. Competitors to Kraft Macaroni & Cheese products, like Annie’s, are getting more shelf-space as customer’s  tastes change. Kraft couldn’t help but take notice.

Artificial  food coloring, like those found in the brightly hued mac and cheese products  or M&Ms, have been linked  to hyperactivity in children, allergic reactions, and even cancer. Natural  colors have not. Big food makers are understandably resistant to the change  though because natural colors are more expensive, and their bottom line is their  number one concern.

As an increasing number of consumers become aware of the fact that food  companies don’t put their health as a top concern, they will spend more  conscientiously. And when consumers begin spending with companies who care about  their health, the giants who don’t will have no choice but to take  note.

Other Popular Stories:

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