Kraft Foods Group Inc on Monday said it is revamping its family-friendly macaroni and cheese meal, removing synthetic colors and preservatives from the popular boxed dinner.

The move comes at a time when Kraft is battling sluggish demand as consumers shift to brands that are perceived as healthier, including foods that are organic or less processed. The company has also been targeted by consumer advocacy groups, pressuring it to remove the artificial food dyes from its products.Kraft spokeswoman Lynne Galia said the changes were being made to address concerns expressed by consumers, including demands for improved nutrition and “simpler ingredients.”

“We know parents want to feel good about the foods they eat and serve their families,” Galia said in an emailed statement about the changes to its macaroni and cheese product.

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