Kraft Mac & Cheese shedding the dyes
FILE - This Feb. 9, 2011, file photo, shows Kraft Macaroni & Cheese in Chandler, Ariz. When Kraft revealed that it planned to name its new global snack business ÒMondelez,Ó it caused a minor stir. Kraft was careful to explain that the made-up word is an amalgamation of the Latin word for ÒworldÓ and Òa fanciful expressionÓ of the word Òdelicious.Ó The linguistic concoction was the result of a four-month long process that reflects the extensive consumer research and vetting names are subject to in the corporate world. It also brings to light the powerful role language can play in shaping appetites and even dictating a brandÕs fate. The right name might even persuade consumers to detect phantom homespun qualities in packaged snacks that rolled off a factory conveyor belt. (AP Photo/Matt York, File)
NEW YORK >> This is the last year that the original version of Kraft Mac & Cheese sold in the U.S. will contain artificial preservatives or synthetic colors.
In January, Kraft says its macaroni and cheese will be colored using paprika, annatto and turmeric.
There has been a huge shift away from processed foods in the U.S. and larger food producers are trying to follow their customers in that direction.
Already the company is selling a version in the U.S., called Kraft Mac & Cheese Boxed Shapes, which has no artificial flavors, preservatives or synthetic colors.
Kraft said that its other macaroni and cheese varieties sold in the U.S., such as Shapes Cups, Original Cups, Premium Flavors and Easy Mac will have no artificial flavors, preservatives or synthetic colors later next year.
The Canadian macaroni and cheese version, called Kraft Dinner Original, will also eliminate synthetic colors by 2016’s end.
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The company said that it has worked for some time to make the changes to the product, but had to ensure that customers would not notice a change in taste.
“We weren’t ready to change the product until we were confident that Kraft Macaroni & Cheese tastes like Kraft Macaroni & Cheese,” the company said.
Kraft Foods Group Inc. is based in Northfield, Illinois.
