A chocolate craving is never an easy urge to resist, but a little chocolate indulgence here and there might soon be getting a lot less guilt-inducing.

 

Major candy manufacturer Nestle USA announced recently that it plans to remove all artificial flavors and colorings from its chocolate products by the end of 2015, making it the first major candy manufacturer in the United States to make such a commitment.

 

The orange center of Butterfinger has always gotten its color from a combination of Red 40 and Yellow 5 dyes. Nestle plans to replace the dyes with natural coloring from the fruit of the achiote tree.

The orange center of Butterfinger has always gotten its color from a combination of Red 40 and Yellow 5 dyes. Nestle plans to replace the dyes with a natural coloring called annatto.

According to the announcement, this is a decision that will affect the recipes of over 250 products, including favorites like Butterfinger, Baby Ruth, Raisinets, and Crunch. The synthetic dyes that were used to create the orange hue at the center of a Butterfinger bar will now be replaced by annatto, a natural colorant derived from seeds of the fruit from the achiote tree. Meanwhile in Crunch bars, artificial vanillin will be replaced by natural vanilla flavor.

 

Nestle has emphasized that its primary priority is to undergo these changes without compromising the flavor, appearance, and prices of their products.

 

Nestle’s decision to alter its recipes all came down to research findings on consumer preferences in regards to artificial ingredients. Research conducted by Nestle itself, as well as Nielsen’s 2014 Global Health and Wellness Survey, demonstrated a clear desire among American consumers to reduce the amount of artificial ingredients in the products they consume. Going off of this research, Nestle saw an opportunity to respond to consumer concerns in a way that simultaneously improves the quality of its products.

 

In doing so, Nestle has not only defined itself as a brand committed to consumer satisfaction on all levels, but has also demonstrated that it is willing to follow through on that commitment. Promising to continue improving itself moving forward, regardless of how much work it takes to do so, is an admirable brand trait that keeps consumers wanting more.

 

Are you excited to see Nestle products with no artificial flavors and coloring showing up on shelves later this year? Do you think other major chocolate manufacturers will follow suit? Share your thoughts below or tweet me @tamarahoumi