Taco Bell, Pizza Hut to remove artificial colors and flavors

Taco Bell and Pizza Hut say they’re getting rid of artificial colors and flavors, making them the latest big food companies scrambling to distance themselves from ingredients people might find unappetizing. Instead of “black pepper flavor", for instance, Taco Bell will start using actual black pepper in its seasoned beef, says Liz Matthews, the chain’s chief food innovation officer. The Mexican-style chain also says the artificial dye Yellow No. 6 will be removed from its nacho cheese, Blue No. 1 will be removed from its avocado ranch dressing and carmine, a bright pigment, will be removed from its red tortilla strips.

I do not want to lose any element of being accessible to the masses… It will be the same great-tasting Taco Bell that people love.

Brian Niccol, Taco Bell’s CEO

The country’s biggest food makers are facing pressure from smaller rivals that position themselves as more wholesome alternatives. John Coupland, a professor of food science at Penn State University, said companies are realizing some ingredients may not be worth the potential harm they might cause to their reputation, given changing attitudes about additives. Additionally, he noted that the removal of artificial ingredients can be a way for companies to enhance their image without making meaningful changes to the nutritional profile of their food. For instance, Coupland said reducing salt, sugar or portion sizes would have a far bigger impact on public health.

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