Paprika, marigold flowers, spirulina and turmeric are among the natural colours and flavours that from today will replace artificial alternatives in Tip Top icecream.
The leading New Zealand brand has announced that only natural colours and flavours will be used in its 124 icecream products, after extensive market research found Kiwis overwhelmingly preferred natural ingredients.
Tip Top Group marketing manager Minna Reinikkala said the changes had been two years in the making.
"We have worked really, really hard to make sure the flavours taste the same as they used to, and we are pretty confident people won't be able to notice the difference," she said.
Ms Reinikkala said the changes would complement the New Zealand dairy, fruits and other local ingredients already used their icecream.