Nestle headquarters in Vevey, Switzerland (Fabrice Coffrini/AP Photo)
Nestle headquarters in Vevey, Switzerland (Fabrice Coffrini/AP Photo)

(Washington Post) – The Swiss candy company Nestle says it’s removing unnatural flavors and colors from products in the United States as consumers crave more organic sweets.

Nestle USA said in a statement on Tuesday that more than 250 chocolate bars across 10 brands will be free from artificial flavors and colors, such as Red 40 and Yellow 5, by the year’s end. The new and improved candy bars, such as Baby Ruth, Butterfinger and Crunch, which will start hitting store shelves in mid-2015 and will be stamped with a label reading, “No artificial flavors or colors.”

“We know that candy consumers are interested in broader food trends around fewer artificial ingredients,” Nestle USA Confections and Snacks President Doreen Ida said in the statement. “As we thought about what this means for our candy brands, our first step has been to remove artificial flavors and colors without affecting taste or increasing the price. We’re excited to be the first major U.S. candy manufacturer to make this commitment.”

The company cited Nielsen’s 2014 Global Health and Wellness Survey, which found that more than 60 percent of Americans said the absence of artificial ingredients was important to them when searching for something to satisfy their sweet tooth.

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