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Kraft Plans to Turn Down Its Orange Glow in 2014

5lb-bag-of-kraft-cheese-powderIf you have children of most ages, you have certainly ripped open a box of processed, delectable Kraft Mac N’ Cheese. The kids clamor for it, and be honest, you enjoy making it in 10 minutes or less on a school night.

However, if you have carefully investigated what you are cooking, you may have noticed that balmy, nuclear orange glow that slightly resembles Speaker John Boehner (or one of Willy Wonka’s Oompa-Loompas) on a bright summer day. How can that mess be edible with that enriched food coloring from the planet Angina?

To wit, AP is reporting Kraft will remove artificial (and nearly retina-tearing) coloring from three of its products in 2014.

Company spokesperson Lynne Galia says the artificial dyes will be replaced with colors from spices such as paprika, annatto and turmeric. However, she denies this is a response to an online petition asking the company to stop using the dyes in its notable product (that is 348,000 signatures strong).

Triona Schmelter, Kraft Food Group Inc.’s vice president of marketing for meals, said the company was looking to improve the nutritional profiles of the three macaroni and cheese varieties more broadly. The new recipes will also add whole grains and reduce the amount of sodium and saturated fat, she said. ”We’ll continue to make improvement where we can,” Schmelter said, noting that the company tries to cater to evolving customer preferences.

Yes, that and realizes when 348,000 people scream “Jump,” any CPG manufacturer will yell “How high?” Power to the people? You know you love it.

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