The move comes a week after Subway announced they would remove a plastic-based chemical, used in yoga mats and rubber soles, from their bread, after intense public pressure. Kraft will replace sorbic acid with natamycin, a natural mold inhibitor, in their American and White American cheese slices.
"We know families today want convenient foods that have no artificial preservatives and a simpler, more recognizable ingredient list, and Kraft is working to deliver more of these options for some of our most beloved brands," said Brian Gelb, Senior Associate Brand Manager, Kraft Foods.
Kraft two years ago started marketing their cheese singles as having "no artificial flavors." According to Kraft these products never had artificial flavoring and it's only recently that the company started marketing that aspect of the product. The company, last November, announced that it would replace artificial colors with spices, thereby dulling the bright orange-yellow color of their packaged macaroni and pasta products.
While the U.S. Food and Drug Administration has deemed both sorbic acid and natamycin as safe additives to sliced cheeses, this shift suggests a realization by food companies that people are increasingly reading labels and are choosing healthy and safe foods for their families.