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By; Sylvain Charlebois

The recent announcement by American multinational food giant General Mills that it will remove all artificial colours from its U.S. products came just hours after fellow food and beverage giant Kraft Heinz made a similar commitment.

Both companies are giving themselves two years to complete the transition — a realistic timeline, given that reformulating food products can be as complex as redesigning a vehicle. It typically takes two to three years to test, approve, and scale up new ingredients.

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What’s extraordinary is that these changes are happening voluntarily. There is no government ban. No regulatory mandate. These........

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