Health and wellness is a key initiative for Nestlé. “Feed Your Phenomenal,” a Lean Cuisine campaign, flouted traditional weight-loss marketing in favor of focusing on people’s lives. The brand also addressed growing health concerns about soda by investing millions in the development of new water products for the U.S. market. It also announced plans in February to remove artificial colors and flavors from all of its chocolate candy products by the end of 2015. It even removed added sugar and artificial ingredients from popular Nesquik powdered formulas. While some of the new ingredients will be more expensive for Nestlé, Doreen Ida, President of Nestlé USA Confections & Snacks, says that the updated candy products will not rise in price. A continued commitment to food security earned Nestlé the number one rank on Oxfam’s 2014 scorecard, Behind the Brands.