Chipotle Mexican Grill just proudly announced that all their fare is now free of artificial flavours, colours and preservatives. This comes four years after the company began updating its ingredients and recipes to make their entire menu ‘clean’.
The Preservative Free Tortilla
Chipotle’s quest for a clean menu succeeded when they managed to come up with a recipe for an additive free tortilla. Tortillas are generally mass produced with additives to keep to extend their shelf life.
Chipotle has create a five ingredient tortilla with flour, water, salt, oil and yeast.
I’ve been on a quest for a better tasting tortilla for years, and we finally achieved a tortilla made the way you would make them at home, and they are simply delicious,” Steve Ells the CEO of Chipotle said in a statement Tuesday. “Ultimately, all of the decisions we make about the ingredients we use are about making the very best tasting food we can.”
Challenging Other Fast Food Chains
In a statement announcing the new recipe for their tortillas, Chipotle also subtly put down other fast food chains; in a statement Ells said “We never resorted to using added colors or flavours like many other fast food companies.”
Meanwhile, Chipotle’s spokesman Chris Arnold told the CNBC that many chains remove artificial additives but replace them with ‘natural’ alternatives which are made in a lab.
Chipotle has been hit by several food scandals in the recent years; do you think its new clean image will help its sales?