Nestlé Confectionery has become the first firm in the sweets market to remove all artificial colours, flavours and preservatives from its portfolio.
The company, which manufactures products like KitKat, achieved the landmark after seven years of research and product development, with over 80 ingredients being replaced with alternatives.
Concentrates of fruit, vegetables and edible plants such as carrot, hibiscus, radish safflower and lemon are some of the ingredients used to replace artificial substances.
David Rennie, managing director of Nestlé Confectionery UK, said: “This is a significant milestone. We have worked very hard with our suppliers to ensure we don’t compromise and we maintain the same quality and taste of all our brands.”
The changes were made in response to consumers demanding fewer artificial ingredients in their foods and a commitment by Nestlé Confectionery to find alternatives to artificial colours, flavours and preservatives.
Marcelo Melchior, head of the global confectionery strategic business unit at the firm, said: “While pleasure will always be our priority for confectionery, a responsible approach towards our portfolio will help us to be recognised as offering the confectionery brands consumers feel good about purchasing.”