Mondelez International has committed to removing artificial colours and flavours from its products.
Mondelez says it will remove artificial colours and flavours by 2020 as consumers increasingly want simple ingredients that can be found in their kitchen.
Other multinational food companies to make moves to embrace natural ingredients include Kellogg, Nestle, and General Mills.
ALDI US has also removed certified synthetic colours, partially hydrogenated oils (PHOs) and added MSG from all of its exclusive brand food products.
According to the retailer, the move is an extension of its efforts to address customers' preferences and needs regarding particular ingredients in their food.
"At ALDI, we are dedicated to the wellbeing of our customers by providing high quality groceries at the lowest possible prices and offering foods shoppers can feel good about serving their families," said its CEO Jason Hart.