Roast beef now comes with (*bleah* caramel coloring)

I recently went to buy some deli roast beef and was surprised that a lot of it in packages on the rack said "Caramel color added." I passed on all this and got what I had previously been buying: Safeway's "Primo Taglio" roast beef.

Much to my surprise, Safeway (or its supplier) has joined the caramel color bandwagon, making roast beef

 look like corned beef:

Bleah! I'm not buying any more of this stuff; I'll stick with making my own  or buying at PCC.