Meeting consumer preferences for more natural products, Mars Inc. says it will remove all artificial colors from its human food products portfolio throughout the next five years.

While many Mars products are already free of artificial colors, the recent action expands the company’s commitment to include all chocolate, gum, confection, food and drink products.

Removing all artificial colors from a human food portfolio that features more than 50 brands represents a complex challenge. The company says it is working with its suppliers to find alternatives that meet the its quality and safety standards, as well as maintain the vibrant, colors consumers have come to expect from the company’s brands.