Kellogg Co. is the most recent company to join the growing list of big food manufacturers who are trying to portray a healthier facade to keep up with consumers' demands.
The 100-year-old company announced it plans to eliminate artificial ingredients from Kellogg Co. North America's various products by 2018.
"We have been working to remove artificial colors and flavors across Kellogg's branded cereals and a variety of Kellogg's branded snack bars as well as Eggo frozen foods," Paul Norman, the president of Kellogg North America, said in a transcript released of his call to investors. "Our goal is to complete this transition by the end of 2018."
According to Norman's statement, Kelloggs Co. North America currently manufacturers "half of all cereals without artificial flavors" and "75 percent are made without artificial colors." The company has tried to portray a healthier image to its consumers with the release of "reduced-sugar Fruit Loops and Apple Jacks" and even launched healthier cereal options with simple ingredients such as mueslis and granolas, according to USA Today.
Kellogg now joins the growing trend of restaurant chains, such as Taco Bell, Pizza Hut, Subway and Panera, who have all made similar announcements, while its competitor, General Mills, claims it will phase out all artificial ingredients in its cereals come 2017.
Will this help change Kellogg's image in the eye of consumers?