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President's Choice Artificial Colours And Flavours: Loblaw Brand To Remove Ingredients By 2013

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Ask anyone involved in the health industry, and they'll tell you the same thing -- you should only eat foods containing ingredients you can pronounce.

President's Choice, the food brand owned by Canada's largest food retailer, Loblaw Companies Limited, announced today they would be removing artificial colours from their products by 2012, and artificial flavours by the end of 2013.

As the company wrote on their Facebook wall:

Exciting news! As part of our commitment to our customers' health and well-being, Loblaw chairman Galen Weston announced today that by the end of 2012, no PC products will contain any artificial colours. And by the end of 2013, 100% of artificial flavours will also be removed from PC products. PC is already 93% free but we are constantly working on making PC the best it can be and that’s 100% free.

According to a story in the Globe and Mail, the change will affect the Blue Menu, Organics and Green branded products.

“We hear more and more concern from consumers about artificial flavours and colours and we just think it’s the right thing to do,” Loblaw executive chairman Galen G. Weston told the paper.

The dyes and chemicals used in common artificial ingredients have been linked to skin reactions, hyperactivity in children, nausea, high blood pressure and breathing problems, among other issues.

Nestle, the world's largest food company, dropped all artificial ingredients from the candy it sells in the U.K. in March, as well as the artificial colours from Smarties in Canada.

But it's still worthwhile to keep reading those ingredients on the back on the box, just in case. As food and wellness expert, and HuffPost blogger, Rose Reisman noted, "'Natural'" is the new buzzword. Technically "natural" means a product does not contain artificial ingredients. But deli meat today is being called "natural" with reference to hot dogs, bacon, ham and sliced meat ... Remember just because a food is natural doesn't make it healthy. And besides when have bacon, hot dogs and deli meat ever been considered healthy?"

SEE: Other ingredients you may not want in your food:

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Ingredients You May Not Want In Your Food
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