Mars has announced that it will remove all artificial colours from its “entire human food portfolio”, as part of the company’s ongoing commitment to meeting changes in consumer preference.
The effort – set to impact Mars’ chocolate, gum, confectionery and food and drink brands – will be introduced incrementally over the next five years. While many of Mars’ products are already free from artificial colours, the portfolio-wide expansion represents “a commitment of significant depth and breadth”.
The US-headquartered business revealed that it would work against a backdrop of consumer calls for more natural ingredients, teaming up with its suppliers to find alternatives that maintain the vibrant colours of Mars brands while removing artificial food colourings.
“We’re in the business of satisfying and delighting the people who love our products,” said Grant F. Reid, president and CEO of Mars. “Eliminating all artificial colours from our human food portfolio is a massive undertaking, and one that will take time and hard work to accomplish. Our consumers are the boss and we hear them. If it’s the right thing to do for them, it’s the right thing to do for Mars.”
In a statement, Mars continued: “Removing all artificial colours from a human food portfolio that features more than 50 brands represents a complex challenge. Mars’ strategy includes partnering with suppliers to identify new ingredients and formulas that meet its rigid safety and quality standards, addressing all legal and regulatory requirements, and creating accessible ways to gather input and feedback from consumers throughout the reformulation process. The company believes the process of developing alternative colours, ensuring their safety and quality, obtaining regulatory approval, and introducing the new ingredients across the entirety of its human food portfolio around the world will take about five years.”
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