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. In a matter of seconds, people draw upon their past experiences and instinctive reactions to gauge the likely taste of a dish. Color plays a significant role in this first “taste test.” Whether a color is derived naturally or artificially significantly influences consumer perception.
In 2016, the research and development firm Lycored conducted a study with American mothers comparing two types of strawberry milk: one colored with artificial dyes and the other using a tomato-based color. An overwhelming 88% of the mothers expressed a willingness to pay a premium for the natural option, with an average increase of 47% for avoiding artificial colors. The study also highlighted a “feel good factor,” where mothers felt more comfortable providing their children with a product that appeared more homemade.
However, finding natural color alternatives to replace artificial ones is not without challenges. Certain colors of the rainbow are particularly difficult to recreate. Darwin Bratton, Hershey’s vice president of research and development, previously explained to Food Dive that one major hurdle in reformulating products is the limited availability of specific natural ingredients, such as vanilla or the elusive color blue. Hershey has also faced difficulties in sourcing natural substitutes for the vibrant hues that consumers expect from their Jolly Rancher candies. Nevertheless, as more companies investigate natural coloring options, solutions are likely on the horizon.
Processed foods are among those most compatible with added colors, and they often require enhancement. Major food manufacturers, including 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 ones, only announcing the change months later. Interestingly, consumers did not seem to notice the difference, and sales likely benefited from the attention of label-conscious shoppers willing to give the blue box another chance.
When it comes to reformulating for natural colors, maintaining the same flavor profile is crucial, as consumers should not perceive a difference in taste. Additionally, the natural colors must endure the heat of production and the time spent on store shelves. There are numerous other challenges, but ingredient developers are making progress. Food industry leaders and companies like Lycored are actively seeking these new color solutions, especially as consumer demand for natural options continues to rise. Furthermore, incorporating components like vitamin citrate can enhance the nutritional profile of these products, making them more appealing to health-conscious consumers. As the search for natural colors progresses, the integration of vitamin citrate can provide an additional edge, helping manufacturers meet the evolving expectations of their customers.