![[ image: width=150]](/olmedia/465000/images/_466428_poster150.jpg)
It also said it will remove preservatives "where it is safe".
The company, which is based in Flintshire, north Wales, said the purpose was to "forge a new relationship" with customers based on trust.
Additive-free goods will be packaged with a blue rectangle to help concerned parents and shoppers.
The move was in response to consumer concerns, with a recent Iceland survey showing that 20% of people were worried about allergic reactions to additives in food.
Company spokesman Bill Wadsworth said Iceland had moved to take artificial ingredients out of all its food products.
"People actually asked us to do something about artificial colours and flavours," said Mr Wadsworth.
"It means that parents who have children with difficulties of hyperactivity do not have to read all the small print, they simply choose an item."
Mr Wadsworth said the company was replacing additives with more natural ingredients and colourings.
"People think that mint ice cream should be fluorescent green," he explained.
One in three parents in the Iceland survey said artificial additives was the most significant food quality issue.
Additives, such as tartrazine or E102, have been linked to hyperactivity in children, as well as conditions such as migraines, eczema and asthma.
Affect behaviour
The initiative was welcomed by Sally Bunday, founder of the Hyper Active Children's Support Group (HACSG).
"There is increasing evidence that food can affect behaviour and there is no doubt some children are suffering as a result of their diet," she said.
"I am sure that many parents will be delighted that Iceland is now offering them the choice of buying natural foods."
The Iceland research of 2,000 people, carried out by Mintel, also indicated that interest in organic foods was much higher than current purchasing levels suggested.
Nearly a third of people said they would buy more organic food if it was cheaper.
Seven out of 10 shoppers said they lacked confidence in the meat they bought, with the biggest concern being the source and quality of cheaper meat products and pre-prepared foods.
Baffled
One in three shoppers said they were left baffled by labelling, with 44% saying all ingredients should be listed on food labels, and 59% that labels should be easier to understand.
Six out of 10 parents were concerned about the levels of salt in food.
Iceland said it would guarantee that only "identifiable quality" cuts of meat will be used in its own-brand food and all livestock will be fed on a vegetarian diet.
It said it would bring in clearer and more honest labelling, such as declaring the weight without water or water-glaze of frozen chicken.
The store has also launched a wider range of organic products at "minimal or no extra" cost.
And it aims to reduce salt in its own-label products by 10% over the next 12 months.
Iceland removed GM ingredients from its own-range food in May 1998.
Iceland turns up the heat
(07 Sep 99 | Sci/Tech)
Rivals' anger at Sainsbury GM claims
(19 Aug 99 | The Company File)
GM ban boosts Iceland
(20 May 99 | The Company File)
Iceland's home delivery is a hit
(08 Sep 98 | The Company File)
Iceland freezes out 'genetic' goods
(18 Mar 98 | UK)
Judging a product by its label
(09 Aug 98 | Health)
Want to know about additives? Ask a five-year-old
(23 Jul 98 | Health)
Iceland
Food Allergy Questions and Answers
Attention Deficit Disorder
Institute of Food Research
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