Kraft Foods on Monday said it is revamping its family-friendly macaroni and cheese meal, removing synthetic colors and preservatives from the popular boxed dinner.
The move comes at a time when Kraft is battling sluggish demand as consumers shift to brands that are perceived as healthier, including foods that are organic or less processed.
The company has also been targeted by consumer advocacy groups.
The groups have pressured Kraft to remove artificial food dyes from its products, complaining that the additives are not used, and in some cases, banned in other countries.
Kraft spokeswoman Lynne Galia said the changes were being made to address concerns expressed by consumers, including demands for improved nutrition and “simpler ingredients.”