Dunkin' Donuts ditches artificial food coloring in its donuts

Dunkin' Donuts is doing away with the fake dyes in its donuts and beginning to keep its past promise to remove all artificial coloring from the menu by the end of 2018.

"Eliminating artificial dyes from our donuts is an incredible milestone moment for a fun brand whose products are synonymous with bright, colorful confections," Dunkin' Brands chief marketing officer in the U.S., Tony Weisman said in a statement to the Boston Globe. "After years of research and development, we are thrilled to be taking such a big step in providing guests with simpler ingredients while still delivering the delicious taste and vivid colors expected with our donuts."

According to Dunkin', all-natural ingredients are replacing the synthetic stuff but fans of that signature taste need not fear - the switch will be undetectable even to the most dedicated donut devotee.

Dunkin' is hardly the first fast food chain to realize that customers are seeking out healthier options. Panera announced in 2014 that it was "cleaning" its menu of all artificial flavors, preservatives, sweeteners and colors and now big brand names like McDonald's, Pizza Hut and Taco Bell are falling in line.

For Dunkin', this means nixing the faux colors from "donut icings, fillings and toppings, as well as frozen beverages such as Coolatta frozen beverages, baked goods, breakfast sandwiches and coffee flavorings," all before 2019.

"We know that this is important to you," the company wrote on its website after announcing the big plan last March, "so it is important to us."