In an attempt to meet “evolving consumer preferences”, consumer goods giant Mars is set to remove artificial food colors and dyes from all of its human consumable food products over the next five years.
The firm, which has a portfoilo of more than 50 brands across categories including gum and confectionery, currently uses a variety of naturally sourced and artificial colours in its global product range. In a media statement, it said it was now planning to work with its suppliers to identify new and natural alternatives that comply with both safety and quality standards.
“We’re in the business of satisfying and delighting the people who love our products”, said Mars president and CEO Grant F. Reid. “Eliminating all artificial colors 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”.