Taco Bell and Pizza Hut, two of Yum Brands largest restaurant chains, have announced they are to remove artificial colours and flavours from their food as consumers shift to products perceived as healthier.

Pizza Hut, which has already eliminated trans fats and monosodium glutamate from its food, said it would remove artificial flavours and colours by the end of July, with Taco Bell following suit by the end of 2015.

The Mexican food chain also said it would look to remove more additives and artificial preservatives “where possible” by the end of 2017.

The changes affect more than 95% of Taco Bell’s core food items.

Restaurant chains and food companies have been facing pressure to offer less processed products amid growing concerns that artificial colours and flavours could cause health problems.

Chipotle announced earlier this month that its menu is now free of genetically modified foods.