A major change is coming to Harris Farm Markets, with the grocery provider announcing it will stop selling any products with artificial colours as part of a new health commitment.
The move is deemed "history-making" as the company is the only grocery chain to turn away from artificial colouring.
The company said the changes would be noticed on shelves from today.
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Harris Farm Markets co-CEO Tristan Harris said the process had been five years in the making and required close work with suppliers.
"For the past five years we have been working with our suppliers to find new methods of production if needed and alternative ingredients if required," Harris said.
"Now, our pasta sauces, dips, juices, peanut butter, cookie dough, curry pastes, chocolates, soups, noodles and even orange juices, just to name a few, are all free of artificial colouring.
"Our new sourcing policy means a healthier and cleaner alternative for families every day.
"It means we are now both driven and coloured by nature."
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Harris said some "product lines have been eliminated" as part of the move.
"We take immense pride in what we sell and even more pride in what we don't sell, and from now on, we don't sell food with artificial colours," he said.
"Anything artificial colours can do, nature can do better.
"Lots of suppliers told us they had wanted to take artificial colours out of their businesses for a long time, so our decision sped up theirs.
"We are incredibly proud of what we have achieved with suppliers like The Market Grocer, Koko Black, Fresh Fodder, Salumi and of course, the acclaimed pastry chef, Anna Polyviou."
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Polyviou said being part of Harris Farms' "coloured by nature" commitment meant a whole new journey for her and her team.
"It was a whole new ballgame," she said.
"For our triple choc and choc brownie cookie dough products, we had to change the white chocolate we used, to one that was completely natural. Even though it was a tiny additive that was the issue, it was still an issue.
"It also started a domino effect, and made us research more about ingredients, and about the products that go into our products."
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