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More Companies Shifting Toward Using Natural Food Coloring

PHILADELPHIA (CBS) --  Since more consumers than ever prefer food with coloring from natural sources, more food makers are using fruit, vegetables and spices for color.

Companies like Kraft and Nestle, as well as popular food chains like Panera and Subway, are using natural color sources.

General Mills is removing artificial color sources from all its cereals.

Consumer expert Phil Lempert points out that using natural pigment sources can be a challenge for food makers, since fruits, vegetables and spices can add flavor.

"They've got a recipe for taste that they want to keep, so it might take them a bit longer to find a natural color that can achieve the same product description," Lempert said. "The most important thing for a consumer to look out for is the free from claim. Claims like: No colors from artificial sources."

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