Kraft makes cheese slices more natural - Omaha.com
Published Tuesday, February 11, 2014 at 1:00 am / Updated at 3:13 pm
Kraft makes cheese slices more natural

NEW YORK (AP) — Kraft is removing artificial preservatives from its most popular individually wrapped cheese slices.

It’s 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 the brand’s sales. Sorbic acid is being replaced by natamycin, which Kraft says is a “natural mold inhibitor.”

Kraft’s decision comes as more 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 U.S. 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 touting that its Kraft Singles cheese “begins with milk” and are now “made with no artificial preservatives.”

The new Kraft packages, which have begun appearing on supermarket shelves, also come stamped with a red circle noting they have no artificial preservatives or flavors. Kraft says its cheese slices haven’t used artificial flavors for many years, but it just recently decided to trumpet that fact.

“Consumers are looking for those less artificial cues and messages,” said Gavin Schmidt, manager of cheese research and development at Kraft.

Schmidt said Kraft is testing the removal of artificial preservatives from its other Kraft Singles varieties, but it wanted to start with the most popular lines first.

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