Kraft Macaroni and Cheese Goes Au Naturel

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Back in 2013, Kraft tried to make its boxed macaroni and cheese healthier by excluding artificial dyes, and now the company has decided to commit to that trajectory: It’ll remove synthetic colors in several products. The change is because of a demand for “simpler ingredients” from a consumer base that has shifted to organic brands like Annie’s and gluten-free everything. The company has promised to remove all artificial food dyes from their mac ‘n’ cheese products by January 2016.

The big question is: Will Kraft’s pasta still look bright orange? It’ll try to re-create the color with natural ingredients like paprika and turmeric, but it seems unlikely that it will maintain that same nostalgic mutant glow that Americans have come to know so well.

[AMNY]

Kraft Macaroni and Cheese Goes Au Naturel