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Um, turns out that urukum, the "exotic" ingredient that Aveda touts as the selling point of its Uruku rainforest makeup line is the same stuff that's in Kraft Macaroni & Cheese. The WSJ reports: "Best known as annatto, it's an inexpensive food coloring, grown commercially around the world, that gives products like Kraft Macaroni & Cheese an orange hue." Awesome. [WSJ via Gawker]