Taco Bell, Pizza Hut join growing list of companies toremove artificial ingredients from food

(AP) - Taco Bell and Pizza Hut say they're getting rid of artificial colors and flavors, making them thelatest big food companies scrambling to distance themselves from ingredients people might findunappetizing.

Instead of "black pepper flavor," for instance, Taco Bell will start using actual black pepper in itsseasoned beef, says 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 nachocheese, Blue No. 1 will be removed from its avocado ranch dressing and carmine, a bright pigment,will be removed from its red tortilla strips.

Matthews said some of the new recipes are being tested in select markets and should be in storesnationally by the end of the year.

The country's biggest food makers are facing pressure from smaller rivals that position themselvesas more wholesome alternatives. Chipotle in particular has found success in marketing itself as anantidote to traditional fast food, although some question the meaningfulness of some of its claims. InApril, Chipotle announced it had removed genetically modified organisms from its food, even thoughthe Food and Drug Administration says GMOs are safe.

Critics say the purging of chemicals is a response to unfounded fears over ingredients, butcompanies are nevertheless rushing to ensure their recipes don't become marketing disadvantages.In recent months, restaurant chains including Panera, McDonald's and Subway have said they'reswitching to ingredients people can easily recognize.

John Coupland, a professor of food science at Penn State University, said companies are realizingsome ingredients may not be worth the potential harm they might cause to their images, givenchanging attitudes about additives.

Additionally, he noted that the removal of artificial ingredients can be a way for companies to givetheir food a healthy glow without making meaningful changes to their nutritional profiles. Forinstance, Coupland said reducing salt, sugar or portion sizes would have a far bigger impact onpublic health.

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

Representatives at KFC and Yum's corporate headquarters in Louisville, Kentucky were notimmediately available to comment on whether the fried chicken chain would also be removingartificial ingredients.

Pizza Hut says it will remove artificial colors and preservatives by the end of July.

Taco Bell says it will take out artificial colors, artificial flavors, high-fructose corn syrup andunsustainable palm oil from its food by the end of 2015. It says artificial preservatives will beremoved "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 thecompany 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 emailthat "It will be the same great tasting Taco Bell that people love."

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