Instead, it talks of "reconciling pleasure and a balanced diet", and how it contains no artificial colourings, preservatives or hydrogenated fats.

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"We're eating so much glutamate, artificial flavors and preservatives, " she says.

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The company's range of goods includes fruit spreads, fruit juices, pasta and pasta sauces, nut butters, dressings and oils, which the company boasts are free from artificial ingredients and preservatives.

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Often it contains traces of pesticides, hormones, preservatives, artificial colors, flavor enhancers and I won't even begin to talk about genetically modified organisms.

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"There's just this nasty perception out there" of jerky as loaded with salt, preservatives and all sorts of artificial ingredients, Mr. Ennis says.

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The desserts are pretty good for you: Every item in the bakery is free of artificial colors, flavors, sweeteners, preservatives, and trans fats.

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