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In a world where every brand aims to be true and real—or, in marketing speak, authentic—Burger King is going beyond its recent efforts to position itself as a sustainable quick service restaurant by banning 120 “nonessential, artificial ingredients” from its menu.
The changes, announced today, are not happening all at once. Burger King has slowly been removing artificial ingredients from its menu since 2015, noted CMO Ellie Doty, and the QSR is part of a larger trend upending the food industry.
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