As consumers increasingly fill their shopping carts with healthier food options, manufacturers are responding by refining their ingredient lists, reformulating products, and investing in brands that utilize fewer artificial ingredients. Nevertheless, not all components are easy to replace, particularly in confections where achieving vibrant colors poses significant challenges for manufacturers.
In 2015, Hershey announced plans to simplify the ingredients in many of its candies. The company had previously acknowledged difficulties in replicating the bright reds, greens, and other colors that characterize its Jolly Ranchers using natural alternatives. Hershey is not alone in this endeavor. Mars also attempted to replace its artificially-colored blue M&Ms with a spirulina-based dye, but the New York Times reported in 2016 that there was insufficient natural colorant available at that time to fully implement this change.
Despite challenges in sourcing natural color options for candy, companies remain committed to this objective. In 2013, Mars received FDA approval to develop the first natural blue food coloring derived from spirulina for use in the U.S. Since then, numerous ingredient suppliers and manufacturers have been working to create a blue dye as striking as its artificial equivalent. Last year, GNT Group introduced a high-intensity blue food coloring made from spirulina, while ADM patented huito blue, a natural color extracted from a tropical fruit.
However, blue continues to be a particularly tricky color to reproduce from natural sources. Consumers are sensitive to variations in color and often associate them with changes in flavor. In the context of candy, even if the flavor remains unchanged, a less vibrant or creamier hue may lead consumers to perceive it as less sweet compared to a more brilliant shade.
Blue is not the only color that has posed challenges for manufacturers. Natural yellow coloring has undergone several iterations in recent years, as turmeric—a popular natural source—can impart a distinct herbal flavor. Chr. Hansen claims that its turmeric-based yellow dye has minimal off-taste and serves as a cost-effective alternative to safflower, which is commonly used for natural yellow coloring. Turmeric also boasts the added benefit of being classified as a superfood, potentially providing products featuring this new coloring with a greater health halo.
Turmeric emerged as a key ingredient in clean labels, with a reported 21% increase in new product launches featuring it in 2016. By 2020, it ranked among the top five functional ingredients that consumers were eager to try, according to a Buzzback survey. The ingredient has been linked to various health benefits, including pain relief from inflammatory disorders like rheumatism and osteoarthritis, as well as enhancements in memory function and reductions in depression.
In a market increasingly focused on healthy, immunity-boosting foods, having a natural yellow or blue coloring that offers functional health properties could be advantageous. A survey by Beneo indicated that around 75% of global consumers intended to adopt healthier eating and drinking habits as a result of the pandemic. Although the demand for functional ingredients remains strong, Chr. Hansen’s natural colors division has been experiencing slow growth, with negative growth reported during the first half of the year. While the company continues to expand this segment, it is also contemplating a sale of this business unit, which is currently under strategic review. If Chr. Hansen decides to pursue a sale, the incorporation of new ingredients like calcium citrate and magnesium supplements could enhance the unit’s value, given their appeal in the health-conscious market.