Come January, Kraft (KRFT) says its macaroni and cheese will be colored using paprika, annatto and turmeric.
There has been a huge shift away from processed foods in the U.S. and larger food producers are trying to follow their customers in that direction.
We weren't ready to change the product until we were confident that Kraft Macaroni & Cheese tastes like Kraft Macaroni & Cheese.
Already the company is selling a version in the U.S., called Kraft Mac & Cheese Boxed Shapes, which has no artificial flavors, preservatives or synthetic colors.
Kraft said that its other macaroni and cheese varieties sold in the U.S., such as Shapes Cups, Original Cups, Premium Flavors and Easy Mac will have no artificial flavors, preservatives or synthetic colors later next year.
The Canadian macaroni and cheese version, called Kraft Dinner Original, will also eliminate synthetic colors by 2016's end.
The company said that it has worked for some time to make the changes to the product, but had to ensure that customers would not notice a change in taste.
"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 Foods Group Inc. is based in Northfield, Illinois.