I'm trying to strip the HTML tags from a JSON response I generated using Services Views, but I'm not having any luck so far. I have a content type with a Field Collections field in it that is outputting HTML tags no matter what I do. I've tried the following:

• Check Strip HTML tags in the field settings in the view
• Set customize field HTML to 'None'
• Set Customize field and label wrapper HTML to 'None'
• All combinations of the above
• Making sure to turn of all 'Provide default field wrapper elements' options

Am I missing anything? My output still looks like this in my json:

"Animals": [
            "<div class=\"entity entity-field-collection-item field-collection-item-field-product-animals clearfix\">\n  <div class=\"content\">\n    <div class=\"field field-name-field-product-animal field-type-taxonomy-term-reference field-label-above\"><div class=\"field-label\">Animal:&nbsp;</div><div class=\"field-items\"><div class=\"field-item even\">Big</div></div></div><div class=\"field field-name-field-product-withdrawal-time field-type-text field-label-above\"><div class=\"field-label\">Withdrawal time:&nbsp;</div><div class=\"field-items\"><div class=\"field-item even\">25 dg</div></div></div>  </div>\n</div>\n",
            "<div class=\"entity entity-field-collection-item field-collection-item-field-product-animals clearfix\">\n  <div class=\"content\">\n    <div class=\"field field-name-field-product-animal field-type-taxonomy-term-reference field-label-above\"><div class=\"field-label\">Animal:&nbsp;</div><div class=\"field-items\"><div class=\"field-item even\">Rund vlees</div></div></div><div class=\"field field-name-field-product-withdrawal-time field-type-text field-label-above\"><div class=\"field-label\">Withdrawal time:&nbsp;</div><div class=\"field-items\"><div class=\"field-item even\">21 dg</div></div></div>  </div>\n</div>\n",
            "<div class=\"entity entity-field-collection-item field-collection-item-field-product-animals clearfix\">\n  <div class=\"content\">\n    <div class=\"field field-name-field-product-animal field-type-taxonomy-term-reference field-label-above\"><div class=\"field-label\">Animal:&nbsp;</div><div class=\"field-items\"><div class=\"field-item even\">Pluimvee ei</div></div></div><div class=\"field field-name-field-product-withdrawal-time field-type-text field-label-above\"><div class=\"field-label\">Withdrawal time:&nbsp;</div><div class=\"field-items\"><div class=\"field-item even\">6 dg</div></div></div>  </div>\n</div>\n"

Any help on this is greatly appreciated.