Dunkin' Donuts has moved quickly on a pledge to stop using unnatural dyes during 2018, announcing on Jan. 4 that the artificial colorings are already gone from its doughnuts.
“Our biggest challenge was replacing the artificial dyes with fruit juices and other extracts while balancing the flavor profile and bright colors,” reads a Dunkin’ website post bylined by Manager of Donut Excellence Rick Golden. “It took years of research and development to get it just right, and we couldn’t be happier with the final product.”
He indicated the chain would continue to work toward elimination of artificial colorings in the rest of the menu, with a self-imposed deadline of Dec. 31, 2018. The only exceptions, he wrote, will be toppings and other ingredients that are supplied in ready-to-use form by suppliers.
“This is all part of a larger initiative to offer our guests simpler ingredients and cleaner menu labels,” the post reads.
Yet it runs slightly contrary to the chain’s new strategic emphasis on hot and cold drinks. The goal is to transform Dunkin’ into a “beverage-led, on-the-go” brand, according to President Dave Hoffmann. Toward that end, the chain recently expanded a test of a new identity, “Dunkin’,” without the “Donuts.”