Artificial Ingredients In The Crosshairs

Abstract

This holiday season will be a little less colorful, at least in the grocery store. Earlier this year, General Mills and Kellogg’s—both makers of rainbow-hued cereals aimed at kids—vowed to remove artificial colors and flavors from many of their products. Naturally colored versions of General Mills’ Trix cereal, among others, will hit shelves later this winter. In a similar move, food giant Kraft said it will remove synthetic colors from its iconic macaroni and cheese dinners starting in January. Chocolate lovers may notice that holiday versions of Hershey’s Kisses will not contain ingredients such as synthetic vanillin. Even fast-food chains Taco Bell and Pizza Hut promised to nix additives. Food makers stress that they are reformulating recipes in response to growing consumer preferences, not because the artificial ingredients pose a risk to health. General Mills said its own research shows “49% of households are making an effort to avoid artificial ...