Chocolate giant Nestle has reported that it will be removing all artificial flavours and colours in their US products and replacing them with natural ingredients prompted by market research.

A statement from Nestle said: “For example, the centre of its Butterfinger bars will now have annatto, which comes from the seeds found in the fruit from the achiote tree, instead of certified colours Red 40 and Yellow 5. In CRUNCH, natural vanilla flavour will replace artificial vanillin."

More than 75 recipes will be changed as around 60% of Americans said that the presence of artificial additives affects their food shopping decisions.

The new products should be available for sale by the middle of 2016.