Advertising Age: Taco Bell to Eliminate Artificial… ‘Simplify’ Food

Food marketers are increasingly updating their ingredient lists to appeal to changing consumer sentiment, with companies from Kraft to McDonald’s eliminating ingredients perceived as questionable, and now Taco Bell is the latest company to update its menu to respond to consumer demand.

By the end of this year, the company will update its core menu to remove artificial colors and flavors, high fructose corn syrup, added trans fats and unsustainable palm oil, said Liz Matthews, Taco Bell’s chief innovation officer. The move will affect 95% of the chain’s menu, but will not impact beverages or co-branded items.

By the end of 2017, Taco Bell will work to remove additional artificial preservatives and additives “wherever possible,” according to a statement.

Read more at Advertising Age