The well-known adage “You eat first with your eyes” resonates with chefs and manufacturers alike. The presentation of food serves as the initial indicator of whether someone will enjoy it. People draw on past experiences and instinctual reactions within seconds to estimate a dish’s flavor. Color plays a significant role in this first “taste test.” The source of the color, whether natural or artificial, greatly influences consumer perception.

In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to compare two types of strawberry milk: one with artificial coloring and the other with a tomato-based hue. A striking 88% of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% to avoid artificial colors. Additionally, the study highlighted a “feel good factor,” as mothers felt more comfortable giving their children a product that appeared more homemade.

When seeking natural color alternatives, certain shades of the rainbow prove more challenging to reproduce. Darwin Bratton, the vice president of research and development at Hershey, previously mentioned to Food Dive that one of the biggest hurdles in reformulating products is the scarcity of some “natural” ingredients, such as vanilla and the color blue. Hershey has faced difficulties in finding natural substitutes for the vibrant colors that consumers expect in their Jolly Rancher candies. However, as more companies delve into natural colors, viable solutions are on the horizon.

Processed foods are particularly in need of added colors and are also the most compatible with such enhancements. Many food manufacturers, including Hershey, General Mills, and Campbell Soup, are developing 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 announcing the change months later. Consumers seemingly did not miss the old recipe, and sales likely benefited from label-conscious shoppers willing to give the blue box another chance.

When reformulating with natural colors, it is crucial that the taste remains unchanged for consumers, ensuring that flavor is not compromised. Furthermore, the natural color must endure the heat of food manufacturing and the duration spent on store shelves. Numerous other challenges exist, but ingredient developers are making progress. Food giants and companies like Lycored are actively pursuing these new colors, as consumer demand continues to rise.

The introduction of innovations like the ccm tablet may also play a role in this evolution, as companies seek to enhance the visual appeal of their products while aligning with consumer preferences for natural ingredients. As the market adapts to these changing demands, the ccm tablet could become a key player in the quest for vibrant, natural colors in food products.