Instead of "black pepper flavor,'' for instance, Kentucky based Taco Bell will start using actual black pepper in its seasoned beef, says Liz Matthews, the Mexican-style chain's chief food innovation officer.
The revamped recipes come at a time when the country's biggest food makers are facing pressure from smaller rivals that market themselves as more wholesome alternatives. Critics say the purging of chemicals is a response to unfounded fears over safe ingredients, but companies are nevertheless rushing to ensure their recipes don't become a marketing weakness.
