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Fast-food chains join McDonald’s and Subway in nixing artificial dyes and flavors as they face pressure from smaller rivals positioning themselves as wholesome Taco Bell and Pizza Hut say they’re getting rid of artificial colors and flavors, making them the latest big food companies scrambling to distance themselves from ingredients people might find unappetizing.

Critics say the purging of chemicals is a response to unfounded fears over ingredients, but companies are nevertheless rushing to ensure their recipes don’t become marketing disadvantages. In recent months, restaurant chains including Panera, McDonald’s and Subway have said they’re switching to ingredients people can easily recognize.

John Coupland, a professor of food science at Penn State University, said companies are realizing some ingredients may not be worth the potential harm they might cause to their images, given changing attitudes about additives.

Additionally, he noted that the removal of artificial ingredients can be a way for companies to give their food a healthy glow without making meaningful changes to their nutritional profiles. For instance, Coupland said reducing salt, sugar or portion sizes would have a far bigger impact on public health.

Pizza Hut says it will remove artificial colors and preservatives by the end of July.
(The Guardian)