The adage “You eat first with your eyes” is a well-recognized concept among chefs and manufacturers. The presentation of food serves as the initial indicator of whether someone will enjoy it. In mere seconds, individuals draw upon past experiences and instinctive reactions to form an impression of a food’s likely taste. Color plays a significant role in this initial “taste test.” The distinction between naturally derived and artificially sourced colors greatly influences consumer preferences.
In a 2016 study conducted by research and development firm Lycored, American mothers were asked to compare two types of strawberry milk: one containing artificial color and the other utilizing a tomato-based color. Remarkably, 88% of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% to avoid artificial colors. Furthermore, the study highlighted a “feel good factor,” where mothers felt better about providing their children with a product that appeared more homemade.
When it comes to sourcing natural colors to replace artificial ones, certain shades of the rainbow are particularly challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously shared with Food Dive that the biggest hurdle in reformulating some products is the limited availability of specific “natural” ingredients, such as vanilla or the color blue. Hershey has faced difficulties in finding a natural substitute for the vibrant hues that consumers expect from their Jolly Rancher candies. However, as more companies investigate natural colors, viable solutions are likely on the horizon.
Processed foods are the most suitable candidates for added colors, as they often require them the most. Many food manufacturers, including Hershey, General Mills, and Campbell Soup, are developing new products or reformulating traditional recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients with natural alternatives in its famous macaroni and cheese, only revealing the change months later. Consumers seemingly did not miss the original recipe, and sales likely received a boost from label-conscious shoppers willing to give the blue box another chance.
In the quest to reformulate with natural colors, maintaining consistent flavor is crucial, as consumers expect the same taste. Additionally, the natural colors must endure the manufacturing process’s heat and remain stable during the time spent on store shelves before being purchased. Despite various challenges, ingredient developers are making progress. Major food corporations and companies like Lycored are vigorously pursuing these new colors, driven by unwavering consumer demand.
Interestingly, some companies are also exploring innovative solutions for food color enhancement, such as ca citrate tablets, which may offer new avenues for achieving the desired visual appeal without resorting to artificial options. As the industry evolves, the integration of natural colors will likely continue to expand, ensuring that the visual allure of food remains intact while aligning with consumer preferences for healthier options.