Campbell Soup Co. will make all of its North American products without artificial colors or flavors by the end of fiscal 2018, joining a stampede of packaged-food companies moving toward all-natural ingredients.

Campbell is removing the ingredients as part of an effort to be more open with consumers, Chief Executive Officer Denise Morrison said Wednesday.

“We’re talking, thinking and acting differently about the food we make,” Morrison said. “We will be more honest about what goes in our food, how we made our food.”

Campbell, based in Camden, New Jersey, is the latest food company to make the move. Nestle USA plans to remove all artificial colors and flavors from its chocolate by late 2015. General Mills Inc. has made a similar pledge for its cereals.