Nestlé will remove all artificial ingredients and colours from its portfolio of more than 250 products available in the US by the end of the year.
The announcement is consistent with wider industry trends towards more natural ingredients, though the confectionery manufacturer could struggle to balance its healthier positioning with the maintenance of its most popular brands’ flavours.
It follows recent research that suggested almost 40% of American consumers chose natural food and drink products over artificial alternatives all or most of the time – though 46% agreed that flavour was a greater influence in their purchasing behaviours.
Doreen Ida, president of Nestlé’s confectionery and snacks division in the US, said: “We know that candy consumers are interested in broader food trends around fewer artificial ingredients.
“As we thought about what this means for our candy brands, our first step has been to remove artificial flavours and colours without affecting taste or increasing the price. We’re excited to be the first major US candy manufacturer to make this commitment.”
The company would need to adjust roughly 75 recipes to meet its own rules, The Telegraph reported last week. “The firm said it was exploring natural alternatives, such as using annatto, a natural yellow colouring made from the seeds of the achiote tree, to colour the centre of its Butterfinger bars,” the newspaper claimed.
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