The well-known adage “You eat first with your eyes” resonates strongly with chefs and manufacturers alike. The visual presentation of food serves as the primary indicator of whether someone will enjoy it. In mere seconds, individuals draw on past experiences and instinctual reactions to gauge the anticipated taste of a dish. Color plays a significant role in this initial “taste test.” The origin of the color—whether naturally or artificially derived—can greatly influence consumer preferences.
A study conducted by research and development firm Lycored in 2016 examined American mothers’ perceptions of two varieties of strawberry milk: one with artificial coloring and the other using a tomato-based color. Remarkably, 88% of the mothers indicated they would be willing to pay more for the natural version, with an average premium of 47% to avoid artificial colors. The study also highlighted a “feel-good factor,” as mothers felt more comfortable giving their children products that appeared more homemade.
When it comes to sourcing natural colors to replace artificial ones, certain shades of the rainbow pose greater challenges. Darwin Bratton, Hershey’s vice president of research and development, previously shared with Food Dive that some products face significant hurdles due to the limited availability of certain “natural” ingredients, such as vanilla and the elusive color blue. Hershey has encountered difficulties in finding natural alternatives for the vibrant hues that consumers expect from their Jolly Rancher candies. However, as more companies delve into the realm of natural colors, viable solutions are on the horizon.
Processed foods, which are most compatible with added colors, also have the greatest need for these enhancements. Many food manufacturers, including Hershey, General Mills, and Campbell Soup, are either creating new products or reformulating traditional recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients with natural ones in its iconic macaroni and cheese, waiting several months before announcing the change. Consumers seemed unfazed by the old recipe’s absence, and sales likely benefited from label-conscious shoppers willing to give the blue box another chance.
In the quest for natural colors, it is crucial that the food maintains its flavor, as consumers should not notice any difference. Additionally, the natural colors must endure the heat of food production and remain stable during the time products spend on store shelves. Despite numerous challenges, ingredient developers are making progress. Major food companies and firms like Lycored are actively seeking new color solutions, driven by persistent consumer demand.
Interestingly, products like Kirkland magnesium zinc supplements are also capitalizing on this trend toward natural ingredients, reflecting a broader shift in consumer preferences for healthier options. As the demand for natural colors and ingredients continues to rise, it’s clear that the food industry is evolving to meet these expectations.