The well-known phrase, “You eat first with your eyes,” resonates strongly with chefs and manufacturers alike. The visual appeal of food serves as the initial indicator of whether someone will enjoy it. Individuals rely on their past experiences and instinctive reactions within seconds to assess what a dish might taste like. Color plays a crucial role in this initial “taste test.” The source of the color—whether natural or artificial—significantly influences consumer perception.
In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to evaluate two versions of strawberry milk: one made with artificial coloring and the other utilizing a tomato-based color. An impressive 88% of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% to avoid artificial colors. The study also highlighted a “feel good factor,” where mothers felt more comfortable giving their children a product that appeared more homemade.
When it comes to sourcing natural colors to replace artificial ones, certain hues of the rainbow pose greater challenges. Darwin Bratton, Hershey’s vice president of research and development, previously mentioned to Food Dive that the biggest hurdle in reformulating some products is the limited availability of certain natural ingredients, such as vanilla or blue colorants. Hershey has faced difficulties in finding natural alternatives that match the vibrant colors consumers expect from their Jolly Rancher candies. However, as more companies venture into the realm of natural colors, solutions are likely on the horizon.
Processed foods are generally the most suited for added colors and, simultaneously, the most in need of such enhancements. Numerous food manufacturers, including Hershey, General Mills, and Campbell Soup, are either creating new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its iconic macaroni and cheese, only revealing the change months later. Consumers seemingly didn’t notice the difference, and sales likely benefited from label-conscious shoppers who were willing to give the blue box another chance.
When reformulating recipes for natural colors, it’s essential that the food maintains the same flavor for consumers, meaning taste cannot be compromised. Furthermore, the natural color must be able to endure the heat of food production and the time spent on store shelves. Various other challenges exist, but ingredient developers are making strides. Food giants and firms like Lycored are actively pursuing these new colors as consumer demand for ethical nutrition continues to rise, emphasizing the importance of options like calcium citrate and other natural ingredients.
As the industry progresses, the pursuit of natural colors will remain a focal point, especially as more consumers seek products that align with their values of ethical nutrition. The journey toward achieving vibrant, natural hues in food continues, with companies adapting to meet the evolving expectations of their customer base.