The move is a component of the brand’s larger strategy to provide its customers with simpler ingredients and cleaner menu labels, as has been the trend with other major retailers.
“As a brand, Dunkin’ Donuts has always been synonymous with bright, colorful confections. Our fun and bright colors have become iconic,” says Rick Golden, Manager of Donut Excellence for Dunkin' Brands. “That’s why is was very important to us to develop donuts using simpler ingredients while still delivering the delicious taste and vivid colors our guests know and love.”
Dunkin’ Donuts has replaced the artificial dyes in its donuts with fruit juices and other extracts in order to balance the flavor profile and bright colors, which the brand says took years of research and development to get right.
Continuing with this strategy, Dunkin’ Donuts will look to remove artificial dyes across its menu. That includes its donut icings, fillings and toppings, as well as frozen beverages, baked goods, breakfast sandwiches, and coffee flavorings.