Kellogg has plans to ditch artificial colors and flavors in its cereals and snack bars by the end of 2018, the 109-year-old company announced on Tuesday.

The decision to remove artificial ingredients has been a popular one in recent months. Kellogg joins General Mills, Subway, Pizza Hut, Panera, Hershey and Nestle , who have who have all announced similar plans, perhaps recognizing a shift in American consumers' preferences toward natural foods.

We know consumers are looking for foods with simpler ingredients, and work is well under way to answer that call , Kellogg North America president Paul Norman said during a call on Tuesday, according to Food Business News. Already in North America, 75 percent of our cereals are made without artificial colors, and more than half are made without artificial flavors."

From a health food perspective, artificial colors and flavors aren't the only problem with some of the company's brands. Some of Kellogg's cereals and snacks are packed with added sugar, which has been linked with obesity , Type 2 diabetes and heart disease .

In fact, a 2014 Environmental Working Group report named three Kellogg cereals in its list of the five most sugary children's cereals, including Honey Smacks, Froot Loops with Marshmallows and Apple Jacks with Marshmallows.

Here's hoping Kellogg ditches some of the sugar as it moves toward more natural ingredients.

H/T Time

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