Kellogg's is latest to nix artificial ingredients
Kellogg's, maker of cereals including Frosted Flakes and Special K, is vowing to cut artificial colors and flavors from its cereal and snack bars by the end of 2018 in an effort to appeal to consumers looking for healthier options.
The company is the latest in a string of both food giants and fast food chains to remove artificial ingredients and preservatives from its products.
Earlier this year, General Mills, whose brands include Lucky Charms and Cheerios, said it plans to cut artificial flavors and colors from 90 per cent of its cereals by next year.
Other companies including Nestlé, Panera, and Subway have made similar promises.
According to Reuters, Kellogg's said 75 per cent of its cereals in North America were being made without artificial colors and more than half without artificial flavors.
It reported second-quarter earnings on Tuesday 4 August, posting a 2.2 per cent drop in sales for its US morning foods business and a 2 per cent decline for its US snacks business.
The company also confirmed that Deanie Elsner, Kraft's former chief marketing officer, will now serve as president of its US snacks business.