Kraft to nix fake colors in Mac & Cheese

Kraft Macaroni & Cheese, a staple of kids nationwide, may seem to glow a bit less beginning early next year.

Kraft Foods Group announced Monday that Original Kraft Macaroni & Cheese sold in the United States will be made without artificial preservatives or synthetic colors starting in January 2016. Kraft says it will replace synthetic colors — including Yellow 5 and Yellow 6 — with colors derived from natural sources such as paprika, annatto and turmeric.

The move comes as some of the biggest names in food have been responding to consumer pressure to simplify ingredients on food labels and on menus. Big names — from Nestle to Hershey to Frito-Lay — all have announced steps to remove artificial dyes from products.

The move also follows intense pressure on Kraft from activists, particularly a petition led by food blogger Vani Hari, who goes by the name "Food Babe." Her petition, on Change.org, amassed more than 350,000 online signatures. Kraft also has been pressured by the consumer advocacy group Center for Science in the Public Interest, which says that certain dyes can trigger hyperactivity in some children.

Kraft officials Monday insisted the move was unrelated to the pressure from activists. Kraft spokeswoman Lynne Galia said that Kraft has been working on the changes for more than three years.

Michael Jacobson, executive director at the Center for Science, said that Hari's petition deserves a huge amount of credit for pressuring Kraft to change. "This sends a signal to American companies that food dyes are from the 1950s and people want more natural foods," he said.

Hari said she hopes that Kraft continues to remove artificial food dyes from its entire products line, including from all Jell-O and Kool-Aid.

Meanwhile, Kraft insists its Mac & Cheese sold in the U.S. will look and taste the same.

"Our loyal fans told us they don't want their Kraft Mac & Cheese to look or taste different," said Galia. "We've worked hard so the new recipe will have the same look and taste that people know and love from the iconic blue box."