Chipotle Commits to Eliminating All Added Colors, Flavors, and Preservatives
Chipotle is getting a fresh start with a clean menu makeover. The burrito chain — still trying to repair its image following several foodborne illness crises — has announced that it has entirely rid its restaurants of all added colors, flavors, and preservatives, and has whittled down the menu to just 51 ingredients in total. For example, their new tortillas are house-made and only contain flour, water, canola oil, salt, and yeast: That’s it.
"Rather than switching from artificial colors, flavors, sweeteners and preservatives to 'natural' alternatives of the same additives, fast food companies should be asking why their food needs added colors, flavors, sweeteners, and preservatives in the first place," said Mark Crumpacker, chief marketing and development officer for Chipotle, in a statement. "Because we prepare our fresh food using classic cooking techniques, we avoid using the industrial additives typically associated with fast food.”
Chipotle claims that it is the first chain to completely rid its ingredient list of additives. However, Panera Bread did the same earlier this year when the sandwich chain announced its clean menu, and chains like Subway, Papa John’s, and Pizza Hut started phasing out artificial additives in 2015 and 2016.