The United States' most popular doughnut shop is marking the new year by making their sugary snacks a little more natural amid a rebranding rolling out in 2018.

Dunkin' Donuts is eliminating artificial dyes from all their food and drinks in the U.S. by the end of the year, the Massachusetts-based company said Thursday in a statement.

The change comes just before the introduction of a limited menu with fewer doughnut options as the company seeks to become known more for its drinks than for its doughnuts.

Dunkin' Donuts' new menu, including a reduction to 18 types of doughnuts from 30, is set to arrive in New England on Monday, The Boston Herald reported. It is expected to come to New Jersey and the rest of the country in mid-March.

The company is also testing signs at a few of its locations that call the store just "Dunkin'" in an attempt to bolster its image as a beverage-led brand.

In the meantime, Dunkin' Donuts is touting its new Snow Flurries Donut, a yeast ring doughnut with blue icing and snowflake sprinkles. The treat is available at certain stores across the country for a limited time, the company said in the statement.

Marisa Iati may be reached at miati@njadvancemedia.com. Follow her on Twitter @Marisa_Iati or on Facebook here. Find NJ.com on Facebook.

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