ColorKitchen utilizes aqueous extracts from a variety of natural color sources, including turmeric (yellow and orange), spirulina (blue-green), beet (red), radish (yellowish red), cabbage (purple), and annatto (yellow). These extracts are spray-dried onto maltodextrin, a complex carbohydrate derived from corn, rice, or potato starch. According to the company, the process removes any taste, odor, or fibers associated with the colors, leaving only pure color pigments.
Research has linked artificial dyes to numerous health issues, including cancer, hyperactivity, organ damage, and birth defects. As consumers increasingly favor simpler and more natural ingredients in their foods and beverages, this preference has expanded to include artificial colors. To remain competitive, manufacturers are gradually eliminating artificial colors from their products. Major companies like Hershey, General Mills, and Campbell Soup have either launched new products or reformulated existing recipes without artificial colors, benefiting businesses like Oregon-based ColorKitchen, which is likely to see an uptick in demand for their offerings.
Studies show that consumers regard natural color labels as significant when choosing brands to purchase, with many willing to pay a premium for such products. This trend is advantageous for manufacturers, as creating foods and beverages with natural colors is generally more costly than using artificial alternatives. This is partly because natural colors often contain a lower concentration of pigment compared to synthetic options, necessitating greater quantities.
Color plays a crucial role in influencing consumer decisions, as it conveys expected flavors. Research indicates that 90% of shoppers decide whether to buy a product based on its color and perceived taste. An appealing color increases the likelihood of purchase, while unappealing colors — some consumers have described the natural colors in General Mills’ reformulated Trix cereal as “depressing” — can deter buyers. In response, General Mills has reintroduced the classic version with artificial colors, making both Trix options available.
Finding natural sources for all food colors is challenging. Ashley Phelps from ColorKitchen mentioned a specific demand for a natural green that maintains its vibrancy after baking. Blue is also a significant hurdle for food manufacturers due to the limited availability of suitable natural sources, and concerns have been raised about artificial blue dyes. Spirulina is a popular choice for blue-green food coloring, but Mars has indicated that there is not enough global supply of this algae to produce a vibrant blue for its blue M&Ms.
Hershey has faced similar challenges, struggling to recreate vibrant reds, greens, and other colors that give its Jolly Ranchers their signature brightness without relying on artificial colors. Darwin Bratton, Hershey’s vice president of research and development, acknowledged that the limited availability of certain “natural” ingredients, such as vanilla or blue colorants, complicates efforts to reformulate products. He expressed confidence that this issue would be addressed as more food companies adopt clean labels and suppliers increase their output. “We knew it would be very difficult when we embarked on the work,” Bratton remarked.
Nonetheless, the trend towards natural colors is not diminishing; in fact, its popularity is on the rise. According to Nielsen, 29% of consumers believe it is very important for foods to be free of artificial colors, and 23% are willing to pay more for this assurance. Manufacturers are evidently responsive to this demand, with 68% of new food and beverage products introduced between September 2015 and August 2016 containing natural colors. Additionally, the growing interest in plant-based diets and vegan options may lead to an increased incorporation of ingredients like vegan calcium citrate in products, further aligning with consumers’ preferences for natural and health-oriented foods.