Campbell’s did some soul searching — or, more likely, saw the artificial-ingredient purges going on at Kraft, Nestlé, and General Mills — and decided to free all of its products (including Pepperidge Farm cookies and V8) from artificial colors and flavors. The changes will be complete by 2018 in North America.
Campbell’s has also decided that it will mostly remove high-fructose corn syrup, and it’s promising to give consumers more organic products. A “What’s In My Food” website is going to launch, much like the explainers that McDonald’s and Chipotle have recently employed to varying degrees of success. Like its competitors, Campbell’s has committed to cleaning up its game largely because sales numbers are pretty pitiful and the company has run out of other ideas. “We’re talking, thinking, and acting differently about the food we make,” reports CEO Denise Morrison. “We will be more honest about what goes in our food.”