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The chemical goodness of Kraft Macaroni & Cheese ending

Kraft and Heinz signed a deal on Tuesday

Kraft and Heinz signed a deal on Tuesday to merge, creating the third-largest North American food company. Credit: Flickr / Mike Mozart

With its packet of powdery cheese and its bright, never-encountered-in-nature orange hue, nothing said delicious, chemical goodness like Kraft Macaroni & Cheese. And nothing more clearly says the world is changing than the success of a social media campaign aimed at getting all the chemicals out of this fan favorite.

Starting in January, the beloved convenience and comfort food that is a traditional and beloved staple for kids and college students will contain no artificial preservatives or synthetic colors. Instead, paprika, turmeric, and the natural food coloring annatto will be used.

The move comes in response to a petition started in March 2013 by a blogger known as the “Food Babe.” It asked the company to remove dyes from the product. Kraft says it has been working for some time to make the change but had to be certain the new taste would match the old product.

The product was beloved, easy and inexpensive. So folks wanted to be able to feed it to the children (and guiltily, themselves), but they wanted to be able to do so knowing it wasn’t stuffed with chemicals. This most modern petition got more than 365,000 signatures. And the company, behaving in the most modern way, replaced new age chemicals with ancient spices in the hope of keeping old customers happy.

The message from the people is clear: Natural is in, artificial is out.