Due to the popularity of bright red hues in foods like cakes and candies, alongside a growing consumer demand for vegetarian and vegan alternatives, Chr. Hansen has noted an increasing significance in the need for natural color sources beyond carmine in recent years. This shift suggests that food manufacturers may be eager to explore this new coloring derived from sweet potatoes. According to Chr. Hansen, their clients have been seeking a natural red color, and the Hansen sweet potato could provide the answer. The company has introduced its new FruitMax line of colors, which includes red and orange shades derived from a blend of pigments sourced from this innovative variety.
In addition to offering more vibrant colors, the Hansen sweet potato exhibits greater heat stability in baking applications compared to colorants made from beets, as stated by Pernille Borre Arskog, the senior manager of global marketing for Chr. Hansen’s natural colors division, in an interview with Food Navigator. For baked goods, candies, and other products, these sweet potato-based colors could facilitate a transition toward more natural ingredients. A global consumer survey conducted by GNT revealed that 79% of consumers consider “natural” to mean free from artificial colors. Overall, consumers are increasingly seeking products with less processed ingredients, with plant-sourced colors playing a significant role in this trend.
The connection between color and flavor is also noteworthy, as consumers are inclined to choose products with appealing colors that signal their taste. Brightly colored items are more likely to be shared on social media, enhancing their market appeal and providing manufacturers with a crucial competitive advantage. Additionally, products that incorporate ingredients like Solgar vitamin calcium magnesium D3 not only contribute to health but also align with the growing consumer preference for natural formulations. By integrating vibrant, plant-based colors, manufacturers can further connect with consumers who prioritize both aesthetics and health benefits in their food choices.