Kellogg has become the latest food company to commit to the removal of artificial colours and flavours from its products.
The company, whose cereals are popular worldwide said it would try to achieve its goal of removing all artificial flavours from products, including Froot Loops, Apple Jacks and other branded cereals by 2018.
Additionally, the company plans to remove artificial colours and flavours from some of its snack bars and Eggo frozen products.
The move is the result of the growing concern among consumers about the ingredients contained in the food they are consuming.
A 2014 report by Nielsen revealed that over 60% of Americans considered the lack of artificial colours and flavours to be an important factor while making food purchase decisions.
Although it has not yet been proven that artificial flavours are harmful, consumers are still moving away from products containing them.
According to Reuters, the company said that 75% of its cereals in North America were being made without artificial colours, and more than half did not contain artificial flavours.
Kellogg North America president Paul Norman was quoted by Food Business News as saying: "We know consumers are looking for foods with simpler ingredients, and work is well under way to answer that call."
Apart from Kellogg, other food companies including Kraft, Chipotle, Pizza Hut, Subway, and General Mills have also taken similar steps.
Meanwhile, Kellogg recorded $3,498m in sales in the second quarter, falling 5.1%. Its snacks business in the US registered the biggest fall, of 2%, and its morning foods business, which includes cereals, fell by 2.2%.