US-based company Mars has announced it will stop using artificial colours in its food products.
The company aims to meet consumer demand for natural ingredients in food products. Although artificial colours do not affect human health or safety, customers prefer to avoid them.
Mars will make the change in a range of items, including gum, chocolate, food and drinks.
Under this shift, Mars will collaborate with its suppliers to find alternatives that will help the company to maintain the quality of its products, as well as retain vibrant colours.
Mars CEO Grant F Reid said: "We are in the business of satisfying and delighting the people who love our products.
"Eliminating all artificial colours from our human food portfolio is a massive undertaking, and one that will take time and hard work to accomplish.
"Our consumers are the boss and we hear them. If it is the right thing to do for them, it is the right thing to do for Mars."
According to Mars, the company will take five years to remove all artificial colours from its food portfolio that includes more than 50 brands worldwide.
Mars has to develop alternate colours while maintaining safety standards and quality. It will also have to obtain regulatory approval before introducing the new items.
The company manufactures a range of candy brands such as Dove, Milky Way, Snickers and Twix, and operates six different business segments including Wrigley, chocolate, food, drinks, petcare and symbioscience.
