Kraft recently announced its decision to stop producing their product Singles Cheese with artificial preservatives, according to American Live Wire.
Instead of using the preservative sorbic acid, the American food company said it will now be shifting to the more natural mold inhibitor natamycin. The change in ingredients is the brand's way of responding to what appears to be consumers' growing concern for chemicals present in various types of foods.
The Food and Drug Administration (FDA) has approved the inclusion of sorbic acid in foods but more and more people now prefer more natural variants. The changes will only apply to two of their most popular products - the full fat versions of American and White American Kraft Singles.
Later this month, the company is planning on airing a new television commercial stressing that Kraft Singles cheese "begins with milk" and are now "made with no artificial preservatives." As of late, new product packages have already been made available in various stores showing that the product does not contain artificial preservatives or flavors.
"Consumers are looking for those less artificial cues and messages. Those messages are more meaningful to consumers than they have been in the past," says Gavin Schmidt, manager of cheese research and development at Kraft.
Last week, Subway announced it will stop using the artificial preservative azodiacarbonamide from its sandwich breads. The chemical is used to increase elasticity in a wide range of materials, including shoe rubber and yoga mats, as well as many food products. Fast food chains like McDonald's, Burger King, Wendy's and Chick-fil-A also use the preservative.
