Switching to Healthy Ingredients Is Riskier for Brands Than You Might Think

People want chemicals out, but alienating consumers is a concern

As of Thursday, patrons of Dunkin’ Donuts could step into the shops and behold a small miracle—racks and racks of those dizzyingly colorful donuts, all of them chemical free. After much work, the donut chain finally gave the boot to artificial coloring (though some limited-edition donuts may still contain it).

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