Harris Farm Markets has eliminated artificial colours from all products sold in its stores.

The “history-making move” has been five years in the making and will set the supermarket apart from its competitors.

The ban kicks in from Monday when every one of the brand’s 27 stores will be artificial colour free.

Harris Farm Markets co-chief executive Tristan Harris said the move was necessary to uphold the company’s 50-year year promise to “deliver goodness to Australian families”.

“For the past five years we have been working with our suppliers to find new methods of production if needed and alternative ingredients if required,” he said.

“Now, our pasta sauces, dips, juices, peanut butter, cookie dough, curry pastes, chocolates, soups, noodles and even orange juices, just to name a few, are all free of artificial colouring,” he said.

Australia’s regulatory food body, FSANZ, explains that artificial colours are added into foods to improve the appearance, create a uniform colour and make all products more visually appealing.

The decision to remove colours is a natural step for Harris Farm, which has long championed the unique shapes and sizes of fresh produce with their Imperfect Picks range.

“Anything artificial colours can do, nature can do better,” Mr Harris said.

Award-winning pastry chef Anna Polyviou’s Cookie Dough is one such brand that has switched from artificial to natural.

“I learnt of Harris Farms’ Coloured by Nature commitment when I first tried to get my products on their shelves,” she said.

“By being knocked back initially, I learnt about Harris Farms’ standards, and if I wanted to be a supplier, I needed to meet those. It was a whole new ball game for me and my team.”

Other brands that have joined the major commitment are Koko Black, Fresh Fodder and The Market Grocer.

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