As consumer trends have shifted, especially with regards to food and beverages, Nestle CEO Paul Bulcke said Thursday the company plans to win them back with a simple plan: Make the food healthier.
"The consumer has changed what he values, [and] health is the common denominator," Bulcke said in a CNBC "Squawk on the Street" interview.
On June 2, the company said it would remove artificial flavors from its products and lower their sodium content by the end of the year.
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It's part of a growing trend among food companies. Chipotle Mexican Grill announced it would stop serving food with genetically engineered ingredients, while Subway Restaurants said in February it would remove azodicarbonamide, a chemical found in its bread (as well as yoga mats).
Bulcke added he believes this overall shift among consumers will give the company a better opportunity for reaching millennial customers. "Millennials [are] actually not a mystery. When you think of them, you think of natural [foods]."