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Remove artificial colourants from our products.

We're committed to removing artificial colours from our product range.

Our goal

By 2020, we will completely remove artificial colourants from our main meal products.

By 2023, we will completely remove artificial colourants in snacks.

Our achievement to date

45% achieved

In 2018, a total of 84 tonnes of artificial colourants were used, down from 125.2 tonnes in 2017. This is a 32.8% reduction since December 2017.

We've made great progress on our main meal products and the following are now free from artificial colours: Purina ProPlan, Felix, Gourmet, Purina Beta and Bakers among others.

From 2016 until now, 70 tonnes of artificial colourants have been removed from a wide range of our products, delivering an overall reduction of 45.4% to date. We're confident that we will achieve our 2020 & 2023 goals and be able to provide cat and dog food with no artificial colourants whatsoever.

Our point of view

We know that when choosing a pet food, most owners want their choice to look appetising. In the production process, pet food can lose colour so artificial colourants are added to maintain a more desirable and consistent appearance. Non artificial colourants are substances that exist in nature, when they are extracted from nature they are ‘natural’ and when they are processed they are considered non artificial.

However, we recognise that just as people don’t want artificial colourants in the food that they eat, they don’t want them in the foods their pets eat either.

Today we don’t add artificial colourants to many of our products, such as our super premium dry products: Purina ProPlan, Purina Beta and our wet cat food brands: Felix and Gourmet. These products represented more than half our sales in 2014.

Product reformulation takes time, but we’ve taken great strides on our journey. We have already completed the assessment of our Premium Dry range to define a plan to remove any remaining added artificial colourants in Purina dry foods.


Our Bakers brand has been the first to launch a range of dog food with no artificial colours across its portfolio, which consists of dry dog food, wet dog food, and snacks.

Purina UK


Building on Nestlé CSV

Just as we are committed to improving the lives of pets and the people who love them, our parent company Nestlé, is committed to enhancing quality of life and contributing to a healthier future for individuals and families, our communities and the planet.

Read more about Nestlé in Society

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Our impact
Our commitments
We're dedicated to improving the lives of pets and those who love them, which is why we've made 10 commitments to achieve by 2023.