Nestlé, manufacturer of KitKat, Aero and Smarties, has removed artificial colours, flavours and preservatives from its entire confectionery range. Nestlé Crunch is the last of 79 products to become free of artificial ingredients since the company began to replace more than 80 additives with alternatives six years ago, it said.

The company, which was responding to consumer demand, says it is the first big UK confectioner to remove all artificial products. Concentrates of fruit, vegetables and edible plants such as carrot, hibiscus, radish, safflower and lemon are among ingredients used to provide colour. David Rennie, managing director of Nestlé Confectionery UK, described the move as a significant milestone.

"Nestlé is proud to be the only major confectionery company in the UK to announce it is 100% free of artificial preservatives, flavours or colours across its entire portfolio," said Rennie.

"To achieve this, Nestlé Confectionery and our suppliers have worked very hard ensuring we don't compromise and we maintain the same quality and taste of all our brands."

The company has already removed all artificial products from all its beverages including Nesquik.

The company first began work on achieving artificial-free replacements for ingredients in Smarties and Milky Bar in 2005. The Nestlé Crunch bar is the final product to see natural flavourings replacing artificial ingredients, it said.