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Taco Bell says 'No Mas' to artificial ingredients

Taco Bell is going natural, as the fast-food chain attempts a new strategy to compete for the Millennial consumer. The maker of the Doritos taco, Volcano Nachos and the 7-Layer Burrito announced that it would remove all artificial ingredients from its menu by the end of 2015.

While Taco Bell (YUM) does not plan make changes to beverages and co-branded foods, the company reports that this move will impact more than 95% of its core food items. Taco Bell also plans to remove artificial preservatives and additives, including added trans fat, by the end of 2017.

"People haven’t slowed down, and more than ever want quality and convenience,” said Brian Niccol, Taco Bell CEO, in a statement. “They’re also telling us less is más when it comes to ingredients, so we’re simplifying with natural alternatives and staying true to who we are and what makes us unique.”

This announcement follows other large fast-food chains’ moves towards healthful food. McDonald’s (MCD) plans to stop serving chicken raised with certain antibiotics, Chipotle (CMG) removed genetically modified organisms from its food, and Panera (PNRA) eliminated 85% of its artificial ingredients.

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“No one is going to Taco Bell to be healthy,” says Yahoo Finance’s Aaron Task. “But this is what consumers say they want and Taco Bell feels like they need to respond or risk becoming viewed as a bad place...which I think is the problem McDonald's has been having.”

Taco Bell previously made attempts to increase ingredient transparency and make calorie count information more accessible. Despite the chain's efforts, Task is skeptical that Taco Bell's move toward healthful food will expand their customer base.

"Maybe they feel like they can eat into a little bit of Chipotle's business," he says.

Yum Brands, the owner of Taco Bell, also plans to make similar menu changes at its other restaurants, including Pizza Hut.

Related: Chipotle menu is now GMO-free

Related: McDonald's to simplify drive-through, revamp menu