Kraft Macaroni & Cheese's electric orange hue will soon be a thing of the past: Starting next January, the company will no longer sell its original version with artificial preservatives and colors, instead using paprika, annatto, and turmeric to give the dish its tint.
The change comes as consumers continue to shy away from processed foods, and while Kraft was willing to adapt, they had to make sure the taste wasn't altered. "We weren't ready to change the product until we were confident that Kraft Macaroni & Cheese tastes like Kraft Macaroni & Cheese," the company said. Kraft already has one product on the market, Kraft Mac & Cheese Boxed Shapes, without artificial flavors, preservatives, or synthetic colors, and plans to roll out additional preservative-free macaroni and cheese varieties later in 2016.
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