I wrote Nature Valley and asked them why their granola bars have food coloring. This was their response:
Dear Valued Consumer:
Thank you for contacting General Mills about the use of artificial flavors and colors in our products.
Most people would agree that food tastes better if its appearance is pleasing. Because processing or high temperature cooking tends to destroy natural colors, natural or artificial color is added. When natural flavorings are in short supply, artificial flavorings are used. They maintain a stable flavor level during processing and storage of the product. We are researching ways to reduce artificial coloring and still produce an attractive product. The food coloring used is completely harmless to your family's health; however, we understand and respect your concern and desire to provide good, wholesome food for your family.
We appreciate the opportunity to share this information with you and hope you continue to choose our products.
Sincerely,
Nancy Jackson
Consumer Services
And so this was my response back:
Dear Nancy,
Actually, Red 40, which is in your sweet & salty peanut, cashew and mixed nut granola bars (at least), is not completely harmless. Studies have shown that this food coloring, and possibly others, has been linked to several maladies, not the least of which is ADHD-like behavior. Once removed from some children's diet, there is such marked improvement that said children have been "undiagnosed" as having ADHD, meaning they never had it to begin with and their behavior was a direct result of food dye ingestion. Additionally, Red 40 has been banned in several European countries, and labeled as an ingredient not to be ingested by children in England. Moreover, they are attempting to have all foods Red 40 free by 2009.
I appreciate the opportunity to share this information with you, and hope you find it useful for the next person who queries you regarding food dyes.
Sincerely,
Maureen
I haven't heard back...