Mars Inc. has said that it will remove all artificial colours from its human food products in an effort to meet “evolving consumer preferences”.
The change will be implemented incrementally over the next five years. Mars said that while many of its products are already free from artificial colours, extending this to its entire portfolio of confectionery and food brands represents a “commitment of significant depth and breadth”.
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Mars stressed that artificial colours pose “no known risks” to health. However, consumers are increasingly interested in foods that contain natural ingredients.
“We’re in the business of satisfying and delighting the people who love our products,” said Grant Reid, president and CEO. “Eliminating all artificial colours 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.”
Mars currently uses a variety of naturally and artificial colours in its global product portfolio. Depending on consumer preferences, ingredient availability and local regulations, “slightly different” formulations and products may exist in different markets. Removing all artificial colours from a portfolio that features more than 50 brands represents a “complex challenge”, Mars conceded.
The group’s strategy includes partnering with suppliers to identify ingredients and formulas that meet safety and quality standards as well as address all legal and regulatory requirements. As part of the process the group said it intends to create “accessible” ways to gather feedback from consumers.
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By GlobalData
