Hershey, Nestl in quest to make healthier candy bar

In a sweet surprise for candy lovers, Nestl and Hershey have both made pledges to switch to healthier ingredients in their North American products.

On Tuesday, Nestls U.S. unit pledged to remove all artificial flavours and colours from its chocolate and candy.

The maker of Kit Kat, Butterfinger and Coffee Crisp said that it would get rid of artificial ingredients from more than 250 products by the end of 2015, the first major American confectionery manufacturer to ban such additives.

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A day later Hershey said it would start using simpler ingredients in its chocolate bars and Kisses brands, including locally produced milk.

It did not say which ingredients it would eliminate in its products, but in December, Hershey began the process of replacing high-fructose corn syrup in its candy with sugar.

Hershey also pledged new candy bar wrappers that would explain the source and manufacturing of ingredients.

Mars Inc. has also said it was considering moving to natural colours in its M&Ms.

Consumers seek healthier choices

The candy makers are reacting to a wish by consumers for fewer artificial ingredients and more natural products, which are seen as healthier.

We know that candy consumers are interested in broader food trends around fewer artificial ingredients, said Doreen Ida, president of Nestl's American confectionery and snacks division in a statement.

As we thought about what this means for our candy brands, our first step has been to remove artificial flavours and colours without affecting taste or increasing the price, she added.

Replacing corn syrup with sugar does not necessarily make a product healthier, nutritionists warn.

A CBC Marketplace study last year found that claims that foods are natural or healthy do not always bear out in practice.

While Nestl and Hershey dominate chocolate sales in North America, they are losing market share to premium chocolates and dark chocolate which is perceived as healthier, according to market research firm Euromonitor.

Nutritionist Nadine Khoury says studies have shown a negative health effect from some food chemicals.

"There has been links between food additives, food colouring with attention and hyperactivity in children, so parents are looking at these ingredients to eliminate them," she told CBC News.

She says regulators in Europe are requiring stricter label laws on additives that could affect some children.