Kraft pledges to remove artificial colors and preservatives from flagship product.

• In recent years, the food industry has faced media criticism related to the use of artificial ingredients in products sold in the United States, particularly where the same ingredients are not approved or have been discontinued in other countries due to alleged safety concerns.
• Major food manufacturer Kraft has announced that it will replace artificial preservatives and synthetic colors in its “Original Kraft Macaroni & Cheese” product with ingredients derived from natural sources, such as paprika, annatto, and turmeric.  Food blogger, Vani Hari (the “Food Babe”) cites Kraft’s announcement as a victory, as she has been touting a petition to urge Kraft to discontinue the use of artificial colors Yellow #5 and #6.
• FDA’s express approval of artificial ingredients like Yellow #5 and #6 unfortunately does not insulate the food industry from criticism or attacks by consumer groups, bloggers, and individuals.  We likely will continue to see more and more “voluntary removals” of controversial ingredients from the market — despite conclusive evidence of any safety concerns — as public pressure and social media continue to grow in their quasi-regulatory role.