Large companies such as McDonalds, A&W and Kraft Foods are moving towards obtaining a “healthy” image contrary to their previous consumer preconceptions.
McDonalds Canada is boasting that their meat is purchased 100 precent from Canadian producers, and A&W states that all their beef is guaranteed to be “raised without the use of hormones or steroids”¹. Even Kraft Foods announced that “[they] will use spices like paprika, annatto and turmeric to replace the synthetic colours”³ in their famous instant macaroni and cheese product.
This appears to be a common marketing approach by many companies that are not typically viewed as “healthy choices” to cater towards the ever-growing trend of consumer awareness.
This change is influenced by the consumers, for example, the Kraft “change comes after hearing from parents who wanted improved nutrition and simpler ingredients, Kraft (KRFT) said”³.
Sources:
[1] http://www.ctvnews.ca/business/industry-standards-fast-food-giants-in-ad-war-over-meat-source-1.2594198
[2] http://www.latimes.com/business/la-fi-eggs-cages-20150929-story.html
[3] http://money.cnn.com/2015/04/20/news/companies/kraft-macaroni-cheese-fake-color/