Dunkin' Donuts and Baskin-Robbins have announced plans to remove artificial colours from their products in the US as part of an ongoing trend in the fast food world.
For Baskin-Robbins, that means that by the end of 2018 the Smurf-blue and flamingo-pink ice creams will be made without synthetic colouring.
Same goes for syrups, sauces, sprinkles, and dessert drinks like their Cappuccino Blast.
Dunkin' Donuts will also make the switch to naturally-sourced colouring over the next two years for its donut icings, fillings, toppings, frozen beverages, baked goods, breakfast sandwiches and coffee flavorings. "This is a significant undertaking on the part of our product development teams and suppliers," said Dunkin' Brands Chairman and CEO Nigel Travis in a statement.
"However, we are committed to meet the evolving needs of our customers, including their preference for more nutritional transparency and simpler ingredients."
They're the latest food retailers to go the natural route in an industry trend aimed at attracting increasingly health savvy consumers.
Chains like Taco Bell and Pizza Hut announced plans to eliminate artificial flavors and colours from their menus in 2015.
Chipotle is also the first major restaurant chain in the US to eliminate genetically modified ingredients from its menus.
Some of the biggest food manufacturers including Campbell, Kraft Foods Group and Nestle have likewise jumped on the natural band wagon, pledging to eliminate nefarious artificial ingredients across their brands as well.
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