Artificial chemicals are hard on the liver and kidneys to breakdown, very taxing, and causes damage overtime. Think simple and logically, a person that eats artificial foods vs real foods, artificial person will go through health problems later in life and lower life span, versus healthier individual. For me, not worth it, easy to avoid. Do a Google search, artificial flavors, sweetners, colors, have a link to ADHD in kids. Gov websites show it but too lazy to search for you and link.