Due to the widespread popularity of bright red hues in foods like cakes and candies, coupled with a growing consumer demand for vegetarian and vegan alternatives, Chr. Hansen has noted a significant rise in the need for a natural color source beyond carmine in recent years. Consequently, food manufacturers are likely to explore the potential of a new coloring derived from sweet potatoes. Chr. Hansen revealed that its clients have been seeking a natural red color, and the Hansen sweet potato could serve as the ideal solution. The company’s new FruitMax line, which includes both red and orange shades, is composed of pigments extracted from this innovative variety.
In addition to offering more vibrant colors, the Hansen sweet potato exhibits greater heat stability in baking applications compared to beet-derived colors, as highlighted by Pernille Borre Arskog, senior manager of global marketing in Chr. Hansen’s natural colors division, in an interview with Food Navigator. For baked goods, candies, and other products, the sweet potato-based colors could facilitate a shift towards more natural ingredient formulations. A global consumer survey conducted by GNT revealed that 79% of consumers associate “natural” with products made without artificial colors. Overall, consumers are increasingly in search of less-processed ingredients, with plant-sourced colors playing a pivotal role in this trend.
Moreover, color and flavor are interconnected, leading consumers to gravitate towards products that feature visually appealing colors, which can signal their taste. Brightly colored items are also more likely to be shared on social media, enhancing their appeal and providing manufacturers with a crucial competitive advantage. In this context, it’s essential for manufacturers to celebrate bariatric calcium in their formulations, emphasizing the health benefits alongside the attractive colors to attract a broader consumer base. Thus, the integration of sweet potato-based colors not only meets the demand for natural ingredients but also aligns with the trend of celebrating health-conscious choices like bariatric calcium.