Kraft Foods is planning to remove the iconic synthetic colors and preservatives from its macaroni and cheese products to make parents "feel good."
Kraft Foods is reportedly facing slower sales due to foods that are advertised as organic, healthier or less processed, even if they're not substantially better for you.
Consumer advocacy groups have called on Kraft Foods to remove artificial food dyes and additives.
The Center for Science in the Public Interest, an advocacy group, claims some food dyes can cause hyperactivity in some children.
Kraft Foods spokeswoman Lynne Galia told Reuters in an emailed statement, "We know parents want to feel good about the foods they eat and serve their families."
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For those who have grown up with and love the original Kraft Macaroni & Cheese, the original version will not be changed until January 2016, so there is plenty of time to hoard the classic product.
The famous synthetic colors — Yellow 5 and Yellow 6 — will be replaced with "natural" colors derived from paprika, annatto and turmeric.
Food blogger, Vani Hari, aka the "Food Babe," started a petition on Change.org, which claimed Yellow 5 and Yellow 6 used in Kraft foods — and other companies' products — are "potentially harmful" and "dangerous." Hari got 365,807 signatures on her petition to replace the colors and preservatives.
Kraft Foods denies it is bowing to the activists, but has been planning this change for three years.
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Michael Jacobson, executive director at the Center for Science, told USA Today, "This sends a signal to American companies that food dyes are from the 1950s and people want more natural foods."
For those who know and love the current product, Galia told USA Today, "Our loyal fans told us they don't want their Kraft Mac & Cheese to look or taste different. We've worked hard so the new recipe will have the same look and taste that people know and love from the iconic blue box."
Sources: Reuters, USA Today, Change.org
Image Credit: Kraft Macaroni & Cheese Product Image