I Think I Can… I Think I Can…

Kraft Dinner to Lose its Synthetic Colouring by End of 2016

Published April 25, 2015 - 2 Comments
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This is how I want my KD.

I’m still reeling over the fact that Coca Cola has tampered with my beloved Coke, reducing the syrup by 8%, the calorie content by 20 for 355ml, and crushing my hopes and dreams of ever getting to ride one of the Christmas polar bears into battle.  It’s just not going to happen now.

And then news came of Kraft’s decision to stop using synthetic colours in their Kraft Dinner.  I’m pretty sure that my Earth just about fell off its axis with that one.  WTF?

Sure Yellow #5 and Yellow #6 don’t SOUND overly appetizing, but take a look at that picture above and tell me that’s not the only way KD should look.  Yes, even the ketchup heart.  We all need a little more love in our lives.  Although I tend to use a smiley face with mine, but that’s not the point.

Annatto

No, it’s not an alien… it’s annatto.

So how are they going to colour it without Yellows #5 and #6?  Well apparently through the combination of 3 spices:  turmeric, paprika, and annatto.  And just in case you’re like me and haven’t the slightest clue what annatto is, here’s what it looks like before it’s ground up. How scary is that?  Do I want that thing around my KD?  I don’t think so!  That thing belongs on an island somewhere, feeding on wild boars, and stray pygmies.

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Paprika sure is a pretty red

And what about the other two?  Well here’s paprika.  Notice the pretty shade of red matches quite nicely with the red of the annatto above?

And then there’s turmeric, which I’ll admit is yellowy, and something that I use in my mustard pickles.  I guess it’s not all bad.

So how are these three mostly dark red spices going to replace Yellows #5 and #6?  I have no idea.  I’m no chef (if I was, I probably wouldn’t be eating KD for supper) but I’m told that these colours will soften during the blending process.  I sure hope so, because right now I’m envisioning something that looks a lot like bloody mud.

Turmeric

Mmmm… a bowl of yummy turmeric

 

So why the change in the first place?  Is this going to make KD a healthy alternative to real food?  No, of course not.  It’s still processed food packed in a box that you can get on sale for under a buck.  This is just someone’s way of trying to appeal to an “informed consumer” so that everyone can sleep soundly at night. I’d be more worried about the preservatives in food that make them last an unnaturally length of time, than the colour of my macaroni and cheese.

But that’s just me.