The Swiss group Nestle said on Friday it was the first company in Britain to remove artificial flavours in all its confectionery products such as Smarties or Rolo.
The company said in a statement that it had replaced artificial colours, flavours and preservatives with natural ingredients in all 79 confectionery products it sells in Britain.
Carrot, hibiscus, radish, and lemon are some of the ingredients Nestle has used to provide colour or flavour its confectionery range.
Nestle said it made the changes after seven years of consumer research which showed that three quarters of British people look for products without artificial additives when buying confectionery.
The company had already removed artificial ingredients from all its drinks in Britain, including Nesquik.
Similar initiatives are already underway in Canada and a number of other European markets, said Nestle, the world’s biggest food company.