Domino’s Australia has announced it will be removing artificial colours, flavours and preservatives from its pizza menu over the next two years.

The plan follows in addition to earlier commitments to cut down sodium and fat in its foods.

Domino’s say that the decision is a reaction to consumers increasingly wanting food without artificial additives.

“What it boils down to is if you can’t pronounce it, it shouldn’t be in the food – it’s all about simplifying the ingredients,” said CEO and Managing Director Don Meij.

The chain says its pizza menu is already MSG free and GMO free. Domino’s has also recently decreased the fat content of its cheese by 25 per cent, its seasoned chicken has seen a 40 per cent fat reduction and its pepperoni a 20 per cent reduction.

Sodium has also been brought down in some of its chicken dishes along with beef, pepperoni and cheese.

Domino’s made a promise to lower the sodium content in protein, bakery and dairy ingredients by 25 per cent over three years along with reducing fat content of fats and proteins by 15 per cent.

Domino’s Australia

The ASX-listed Domino’s Australia owns the Domino’s franchises in Australia and several other countries. It is part of an international franchise chain.

Domino’s Australia is highly successful and reported a  net profit after tax for the first half of the 2015 financial year of $29.1 million, up 44.2 per cent on the prior corresponding period.

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