IRVINE, CA - The bringer of Doritos Tacos and Chalupas appears to be joining the fresh trend sweeping fast food, having announced that it is cutting out artificial flavors and coloring beginning this year.

“People haven’t slowed down, and more than ever want quality and convenience,” Brian Niccol, CEO of Taco Bell Corp, said in a press release. “They are seeking more information and a variety of options they can customize to meet their lifestyle, without giving up the flavors they love or the innovative food they expect at Taco Bell. They’re also telling us less is más when it comes to ingredients, so we’re simplifying with natural alternatives and staying true to who we are and what makes us unique.”

The company is calling the menu makeover a commitment to simple ingredients in response to a consumer desire to understand what they are eating.

“We’re part of an exciting time – a food revolution,” Liz Matthews, Chief Food Innovation Officer for Taco Bell Corp, commented in the release. “Today’s customers are more curious and interested about food than ever. They want to understand what they’re eating and expect to know more about it.”

Corporate sibling Pizza Hut will also be participating in the content cleanup, both companies sharing Yum! Brands as a parent company, reportedly shooting to have eliminated all artificial flavors and coloring by July of this year, according to 10 News.

Taco Bell, however, will be a slower transition. According to the Wall Street Journal, the company said it would remove additional artificial preservatives and additives where possible within the next two years.

“We are excited to bring new tools and the right information that is relevant to our fans today,” Mathews said in the release, adding that these changes are to make it easy for them to understand what’s in the company’s food, providing options for current lifestyles and price points.

The company also suggested that these changes are not all it has, so stay tuned.