The iconic mac and cheese in a blue box will start showing its true colors.
Northfield, Illinois-based, Kraft Foods announced Monday it will remove artificial preservatives and synthetic colors from its “Original Kraft Macaroni and Cheese” in the U.S. starting Jan. 2016.
Kraft will replace the synthetic colors currently used with natural sources such as paprika, annatto and turmeric, the company said. The company hopes the move will “delight consumers with on-trend updates to meet consumers’ changing lifestyles and needs.”
“[Families] told us they want to feel good about the foods they eat and serve their families, including everything from improved nutrition to simpler ingredients,” Triona Schmelter, vice president of marketing meals at Kraft, said in a statement. “They also told us they won’t compromise on the taste of their mac and cheese – and neither will we. That’s why we’ve been working tirelessly to find the right recipe that our fans will love.”
The company’s announcement comes on the heels of other changes in its mac and cheese recipes.
Kraft’s “Mac and Cheese Boxed Shapes” in the U.S. launched last year with six grams of whole grains per serving, reduced saturated fat by 25 percent, lowered sodium by 100 milligrams per serving and no synthetic colors. Most recently, artificial preservatives were removed from the same product this past year.
The company’s Canadian division, Kraft Dinner, will begin removing synthetic colors from its “Kraft Dinner Original” by the end of next year. Synthetic colors were removed from “Kraft Dinner Boxed Shapes” last year while its “Original” recipe reduced sodium by 19 percent since 2012.
“Listening, extensive research and continuous improvement have been part of the Kraft Mac and Cheese 75-year heritage,” Schmelter said. “From packaging like convenient ‘Cups’ to products like ‘Deluxe,’ ‘Organic’ and ‘Whole Grain’ to light prep instructions, we’ve innovated this iconic brand through the years to remain North America’s favorite mac and cheese.”