Starbucks is adding a novel new ingredient to its popular Pumpkin Spice Latte: real pumpkin.
The coffee chain said Monday that it is giving its fall seasonal drink a makeover this year with a new recipe that does away with the caramel coloring and adds a dose of pumpkin puree.
The announcement comes after customers pressured the coffee house giant to reveal the ingredients of the popular drink. While it has readily divulged the drink’s nutritional facts, the company has been tight-lipped about the actual make-up up until now.
In between a yoga retreat and a vision quest, I made a big decision to use real pumpkin. My dad is so proud. http://t.co/2gmKiRAkhe
— Pumpkin Spice Latte (@TheRealPSL) August 17, 2015
The Pumpkin Spice Latte, or PSL as it is known to some Starbucks regulars, is Starbucks’ top-selling seasonal drink of all time.
Starbucks is just the latest in a growing trend of food and beverage giants swapping out artificial additives for more natural alternatives as customers grow increasingly wary about what’s in their food. Earlier this summer, Panera vowed to ditch all 150 artificial ingredients from its menu and before that, Chipotle swore off genetically altered ingredients.
Fast food giants, many of whom are struggling to keep up with these “fast casual” rivals, have also made crowd-pleasing tweaks. Taco Bell traded chemical additives and artificial dyes for natural flavors in May, and McDonald’s has foregone chicken raised with antibiotics and even experimented with kale.
“We’re finally hitting the tipping point in the food industry when it comes to healthier and fresher ingredients,” restaurant industry consultant Aaron Allen told in an earlier interview.