Nestle has claimed it is the first major confectioner in the UK to remove all artificial additives from its products.

The Kit Kat maker said its Nestle Crunch bar had become the last of 79 products to be free of artificial colours, flavours and preservatives. Nestle said the Nestle Crunch bar now included natural vanilla flavouring.

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David Rennie, MD of Nestle’s confectiionery arm in the UK, said: “This is a significant milestone. Nestle Confectionery and our suppliers have worked very hard ensuring we don’t compromise and we maintain the same quality and taste of all our brands.”

Citing data from market research firm Health Focus International, Nestle said 74% of consumers look for natural products when buying confectionery.

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