BATTLE CREEK, Mich. – The Kellogg Co.’s has pledged to remove artificial ingredients from its cereals over the next three years.

“We know consumers are looking for foods with simpler ingredients,” and work is well underway to answer that call,” Paul Norman, senior vice president and president of Kellogg North America, said during the company’s second-quarter 2015 earnings call.

“Already in North America, 75% of our cereals are made without artificial colors, and more than half are made without artificial flavors. Further, we have been working to remove artificial colors and flavors across Kellogg’s branded cereals and a variety of Kellogg’s branded snack bars as well as Eggo frozen foods. Our goal is to complete this transition by the end of 2018,” he said.

Kellogg is the world’s leading cereal company; second largest producer of cookies and crackers; a leading producer of savory snacks; and a leading North American frozen-foods company. Its brands include Kellogg’s, Keebler, Special K, Pringles, Kellogg’s Frosted Flakes, Pop-Tarts, Kellogg’s Corn Flakes, Rice Krispies, Kashi, Cheez-It, Eggo, Coco Pops, Mini-Wheats and more.

Other consumer packaged goods (CPG) companies have recently announced similar goals.

General Mills Inc. said in June that it has committed to removing artificial flavors and colors from artificial sources from its cereals in response to consumers’ changing preferences. Currently, more than 60% of its cereals meet this criteria. The company plans to have more than 90% of the portfolio free of artificial flavors and colors from artificial sources by the end of 2016. By the end of 2017, the goal is to have all General Mills cereals free from artificial flavors and colors from artificial sources.

Minneapolis-based General Mills’ brands include Cheerios, Fiber One, Häagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki and more.

In February, The Hershey Co. said it is beginning a transition to simple and easy-to-understand ingredients. This builds and expands on the Hershey, Pa.-based company’s ongoing commitment to responsibly sourcing the ingredients it uses in its product portfolio.

The Hershey Co. is a global confectionery leader, maker of chocolate, sweets, mints and other snacks. The company’s brands include Hershey’s, Reese’s, Hershey’s Kisses, Jolly Rancher, Ice Breakers and Brookside.

Also in February, Nestlé USA announced its commitment to removing artificial flavors and U.S. Food & Drug Administration (FDA)-certified colors, such as Red 40 and Yellow 5, from all of its chocolate candy products. By the end of 2015, more than 250 products and 10 brands including Nestlé Butterfinger, Crunch and Baby Ruth will be free of artificial flavors and certified colors. Products will begin appearing on store shelves by mid-2015, and will be identified by a “No Artificial Flavors or Colors” claim featured on the package.

Nestlé USA brands include Nestlé Toll House, Nestlé Nesquik, Nestlé Coffee-Mate, Stouffer’s, Lean Cuisine, Hot Pockets and Lean Pockets Brand Sandwiches, Nescafé, Buitoni, Skinny Cow, Dreyer’s/Edy’s Nestlé Crunch, Nestlé Butterfinger, Wonka, Digiorno and Tombstone. Glendale, Calif.-based Nestlé USA is part of Nestlé S.A. in Vevey, Switzerland.