Nestlé will remove all artificial flavourings from chocolate products that it sells in the US, responding to market research.
The Vevey, Switzerland-based food giant will replace the flavours and colourings in some 250 chocolate products with natural ingredients, according to bbc.com.
The move is in response to the recent Nielsen survey that discovered that more than 60 per cent of Americans said that they were more likely to buy food if it did not contain artificial flavouring or colouring.
An example of the changes include the Butterfinger bar, which will now be flavoured with annatto, from the achiote tree, instead of certified colours Red No. 40 and Yellow No. 5.
The new ingredients have all been FDA approved, as well as consumer tested. The new recipes are expected to be available by the middle of next year.
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