Kraft Macaroni & Cheese has announced that it will completely remove artificial preservatives and synthetic colours from Original Kraft Macaroni & Cheese in the US by January 2016.
The synthetic colours will be replaced with colours derived from natural sources like paprika, annatto and turmeric, Kraft said.
Kraft Dinner (KD) in Canada will remove synthetic colours by the end of next year in Kraft Dinner Original.
Kraft has been taking baby steps towards removing synthetic colourants from its products.
In 2014, Kraft launched Mac & Cheese Boxed Shapes in the US with six grams of whole grains per serving, reduced saturated fat by 25%, and lowered sodium by 100 mg per serving with no synthetic colours.
On the other hand in Canada, Kraft Dinner Boxed Shapes were launched with no synthetic colours while sodium content in Kraft Dinner Original was reduced by 19% since 2012.
Then in this year, Kraft removed artificial preservatives from Mac & Cheese Boxed Shapes in the US market.
Kraft vice president of Marketing, Meals Triona Schmelter said: "Listening, extensive research and continuous improvement have been part of the Kraft Mac & Cheese 75-year heritage.
"From packaging like convenient Cups to products like Deluxe, Organic and Whole Grain to light prep instructions, we've innovated this iconic brand through the years to remain North America's favorite Mac & Cheese."
Image: Kraft to remove artificial preservatives and synthetic colours from Mac & Cheese by 2016. Photo courtsey of Kraft Foods.
