DENVER — Denver-based Chipotle is celebrating the achievement of removing all artificial ingredients, including preservatives, from its food.
The national brand confirmed Tuesday it finally removed preservatives from its last food item, the tortilla. With no added flavors, colors or preservatives, Chipotle is boldly showing off its 51 ingredients.
"We never resorted to using added colors or flavors like many other fast food companies do simply because these industrial additives often interfere with the taste of the food. However, commercially available tortillas, whether they are for us or someone else, use dough conditioners and preservatives," Steve Ells, Chipotle founder, chairman and CEO, said. "I've been on a quest for a better tasting tortilla for years, and we finally achieved a tortilla made the way you would make them at home, and they are simply delicious."
In an update to the national brand's website, they're touting the recipes to each of their dishes. They're also making the claim that they are the only national brand to achieve such a feat.
The claim features a disclaimer that explains lemons and lime juices could be used as a preservative, but are only used for flavoring. It also explains their drinks are not included in the claim that their food is additive free.
Chipotle is a brand that has been under siege for over two years as the burrito brand struggled with an E. coli outbreak.
Sales dropped due to the outbreak, along with sales. However, the brand continues its quest to regain public trust.