Taco Bell, Pizza Hut to ditch artificial colors, flavors

Taco Bell and Pizza Hut say they're getting rid of artificial colors and flavors, making them the latest big food companies scrambling to distance themselves from ingredients people might find unappetizing.

Instead of "black pepper flavor," for instance, Taco Bell will start using actual black pepper in its seasoned beef, according to Liz Matthews, the chain's chief food innovation officer.

The Mexican-style chain also says the artificial dye yellow No. 6 will be removed from its nacho cheese, blue No. 1 will be removed from its avocado ranch dressing and carmine, a bright pigment made from scale insects, will be removed from its red tortilla strips.

Many artificial food dyes are made from coal tar or petroleum, and studies have shown that some of the dyes may be carcinogenic and that many raise safety concerns without providing any nutritious value.

Critics say the purging of chemicals is a response to unfounded fears over ingredients, but companies are nevertheless rushing to ensure their recipes don't become marketing disadvantages.

John Coupland, a professor of food science at Penn State University, said companies are realizing some ingredients may not be worth the potential harm they might cause to their images, given changing attitudes about additives. The country's biggest food makers are facing pressure from smaller rivals that position themselves as more wholesome alternatives. 

Chipotle in particular has found success in marketing itself as an antidote to traditional fast food, although some question the meaningfulness of some of its claims. In April, Chipotle announced it had removed genetically modified organisms from its food, even though the Food and Drug Administration says GMOs are safe.

Taco Bell and Pizza Hut are owned by Yum Brands Inc., which had hinted the changes would be on the way. At a conference for investors late last year, Yum CEO Greg Creed referred to the shifting attitudes and the desire for "real food" as a revolution in the industry.

Representatives at KFC and Yum's corporate headquarters in Louisville, Kentucky were not immediately available to comment on whether the fried chicken chain would also be removing artificial ingredients. KFC does not reveal on its website which artificial coloring agents it uses in its dishes.

Pizza Hut says it will remove artificial flavors and colors by the end of July. Taco Bell says it will take out artificial colors, artificial flavors, high-fructose corn syrup and unsustainable palm oil from its food by the end of 2015. It says artificial preservatives will be removed "where possible" by 2017. The moves do not affect fountain drinks or co-branded products, such as its Doritos-flavored taco shells.

Brian Niccol, the chain's CEO, said price increases are based on a variety of factors, and that the company would work to keep its menu affordable.

"I do not want to lose any element of being accessible to the masses," Niccol said. When asked whether the changes would affect taste, a representative for Taco Bell said in an email that "It will be the same great tasting Taco Bell that people love."

Al Jazeera and The Associated Press