Fast Food Companies Give Their Products the “Natural” Look



Here’s the latest goal for food makers: Perfect the art of imperfection.

When stretching out the dough for its premium “Artisan Pizzas,” Domino’s workers are instructed not to worry about making the rectangles too perfect: The pies are supposed to have a more rustic look.

At McDonald’s, the egg whites for the new breakfast sandwich called the Egg White Delight McMuffin have a loose shape rather than the round discs used in the original Egg McMuffin.

Food companies are responding to the adage that people eat with their eyes. Americans still love their fast food and packaged snacks, but they’re increasingly turning their noses up at foods that look overly processed. Home-cooked meals – or ones that at least look like they were home-made – are seen as more wholesome and authentic.

The result is that companies are tossing out the identical shapes and drab colors that scream of factory conveyor belts. There’s no way to measure exactly how much food makers are investing to make their products look more natural or fresh. But adaption is seen as necessary for fueling steady growth.

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