NEW YORK (TheStreet) -- Shares of Yum! Brands' (YUM) are trading down 0.37% to $91.21 as the company's largest restaurant chains Taco Bell and Pizza Hut said today they were planning to remove artificial colors and flavors from their foods.
The company is looking to take the healthier food route as it faces pressure from a growing number of restaurants and fast-food chains like McDonald's (MCD) and Chick-fil-A who have committed to removing antibiotics from meat.
"We're part of an exciting time - a food revolution," said Liz Matthews, Taco Bell's chief food innovation officer.
By the end of 2015, Taco Bell plans to remove all artificial flavors and colors in their food and replace them with natural alternatives. For instance, instead of "black pepper flavor" the Mexican-style chain will start usual real black pepper in its seasoned beef, the company said. Other additives like trans fat will be removed, and unsustainable palm oil will be replaced with a sustainable one.
The ingredient simplification will impact more than 95% of Taco Bell's core food items across its menu.
Similarly, Pizza Hut said that it would remove artificial flavors and colors from its pizzas no later than the end of July. Artificial colors like Yellow No. 5 will be swapped with turmeric to color the chain's banana peppers.
"Today's consumer more than ever before wants to understand the ingredients that make up the foods that they enjoy," Pizza Hut's CEO David Gibbs said in a statement. Once the changes are completed, the company will start listing all its ingredients online.