Kraft is removing artificial preservatives from its most popular individually wrapped cheese slices, in the latest sign that companies are tweaking their recipes as food labels come under greater scrutiny.
The change affects the company's Kraft Singles in the full-fat American and White American varieties, which Kraft says account for the majority of brand's sales. Sorbic acid is being replaced by natamycin, which Kraft says is a "natural mold inhibitor."
Kraft's decision comes as a growing number of Americans try to stick to diets they feel are natural. That has prompted a number of food makers to change their recipes.
Last week, for instance, Subway said it was removing a chemical from its bread after a popular food blogger named Vani Hari started a petition noting the ingredient is also used in yoga mats.
The ingredient, azodicarbonamide, is used by a wide variety of chains, including McDonald's and Starbucks, but Hari said she targeted Subway because of its healthy food image.
Even though such ingredients are permitted by the Food and Drug Administration, being able to tout a product as being free of them can be a selling point. Kraft, for example, plans to begin airing TV ads near the end of February pointing out that its Kraft Singles cheese "begins with milk" and are now "made with no artificial preservatives."
The ads show cartoon cows grazing in a pasture, with a milk truck driving past.