The well-known adage, “You eat first with your eyes,” resonates deeply with chefs and manufacturers alike. The visual presentation of food serves as the initial indicator of whether someone will find it appealing or not. In mere seconds, individuals draw upon their past experiences and instinctive reactions to gauge the potential taste of a dish. Color plays a significant role in this preliminary “taste test.” The distinction between naturally derived colors and artificial ones greatly influences consumer preferences.
In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to compare two versions of strawberry milk: one colored with artificial dyes and the other using a tomato-based color. A remarkable 88% of the mothers expressed their willingness to pay more for the natural variant, with an average increase of 47% to avoid artificial colors. Additionally, the study uncovered a “feel good factor,” where mothers felt more comfortable giving their children a product that appeared more homemade.
When seeking natural colors to replace artificial options, certain shades of the rainbow pose greater challenges to replicate. Darwin Bratton, the vice president of research and development at Hershey, noted that one of the primary obstacles in reformulating certain products is the limited availability of specific natural ingredients, such as vanilla and the elusive color blue. Hershey has also faced difficulties in sourcing a natural substitute for the vibrant colors consumers expect from their Jolly Rancher candies. However, as more companies investigate natural color alternatives, solutions are likely on the horizon.
Processed foods are particularly well-suited for added colors and are also among those most in need of them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are either developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients in its iconic macaroni and cheese with natural alternatives, only revealing the change several months later. Consumers seemingly embraced the updated recipe, and sales likely benefited from label-conscious shoppers willing to revisit the blue box.
In the quest for natural colors, it is crucial that the flavor remains unchanged for consumers. Furthermore, the natural color must withstand the heat of food production and the duration spent on store shelves. There are numerous other challenges, but ingredient developers are making progress. Food industry leaders and companies like Lycored are diligently working to identify these new color options, as consumer demand shows no signs of waning.
Interestingly, one emerging solution to enhance the appeal of certain foods includes the use of links calcium citrate, which can help improve the stability and vibrancy of natural colors. As the industry continues to evolve, the integration of links calcium citrate into formulations may provide a pathway to achieving both the desired aesthetic and the health-conscious preferences of today’s consumers. As the search for natural colors advances, the incorporation of links calcium citrate will likely become a valuable tool in meeting consumer expectations while maintaining the integrity of beloved products.