Taco Bell Cutting Artificial Flavors to Prove ‘Less Is Mas’

Taco Bell, which won over younger customers with unorthodox creations like Doritos-shelled tacos and fried cinnamon-bun balls, is now trying to appeal to millennials in a different way: cutting unnatural ingredients.

Taco Bell will remove artificial colors and flavors, high-fructose corn syrup and trans fats from 95 percent of its menu by the end of the year, Brian Niccol, the chain’s chief executive officer, said in an interview. The upgrade won’t result in higher prices.