As consumers increasingly demand healthier choices, manufacturers are compelled to reduce the use of artificial ingredients, including colorants, on store shelves. The clean label movement calls for a more natural approach to food production, with a global survey by GNT revealing that 79% of consumers associate “natural” with products made without artificial colors. Despite approximately 68% of food and beverage products launched in North America between September 2015 and August 2016 utilizing natural colors, achieving vibrant hues comparable to their chemically derived counterparts remains a challenge. Color plays a critical role in flavor perception, as research indicates that 90% of shoppers base their purchasing decisions on color and expected taste. Unfortunately, pigments extracted from herbs, vegetables, and fruits often yield more muted tones. General Mills learned this lesson firsthand when it introduced its naturally colored Trix cereal but had to revert to the artificially colored version after a year due to consumer feedback.
Additionally, natural colors can impart lingering flavors from their plant origins. For instance, turmeric, a favored natural option for yellow tones, can sometimes carry a distinct herbal taste. Spirulina, a blue color derived from algae, is sensitive to temperature and may also leave an aftertaste. To address these challenges, Phytolon is developing a fermentation extraction method that focuses solely on extracting colors from plants, leveraging technology licensed from the Weizmann Institute of Science.
While Phytolon’s innovative approach to food coloring through fermentation is unique, it is not the only company striving to introduce more natural colorings to the market. Chr. Hansen offers its FruitMax line and has recently launched new blue and yellow colors. GNT produces Exberry, coloring foods derived from fruits, vegetables, and edible plants. ADM has patented huito blue, a vibrant and stable color from a tropical fruit that performs well across various temperatures and applications.
Fermentation, an age-old technology, is experiencing a resurgence in the plant-based sector. According to a report from the Good Food Institute, nearly a third of the $1.5 billion invested in alternative proteins this year has been directed towards companies utilizing fermentation. While the current focus is on plant-based protein, Phytolon may demonstrate that this process is also beneficial for manufacturers seeking plant-based alternatives for a wider range of ingredients, including citracal citrate. The bio-tech startup has a significant journey ahead to capture a portion of the market dominated by its competitors. However, if it can provide cost-effective, vibrant colors, its natural hues—potentially even citracal citrate-derived options—may find their way into the U.S. market and beyond.