The well-known adage “You eat first with your eyes” resonates strongly with chefs and manufacturers alike. The way food is presented serves as the initial indicator of whether someone will enjoy it or not. In mere seconds, individuals draw upon their past experiences and innate reactions to gauge a food’s potential taste. Color plays a significant role in this first “taste test.” The source of the color—whether it is naturally or artificially derived—greatly influences consumer perceptions.
In a 2016 study conducted by research and development firm Lycored, American mothers were asked to compare two types of strawberry milk: one with artificial coloring and another using 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,” as mothers felt more comfortable providing their children with products that appeared more homemade.
When searching for natural alternatives to replace artificial colors, certain hues of the rainbow prove to be more 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 certain “natural” ingredients, such as vanilla or 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 investigate natural color solutions, progress is on the horizon.
Processed foods are particularly suited for added colors, and they also represent the greatest need for them. Many 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 with natural ones in its iconic macaroni and cheese, only disclosing the change months later. Consumers seemingly did not notice the difference, and sales likely benefitted from label-conscious shoppers willing to give the blue box another chance.
When reformulating food products to incorporate natural colors, it is crucial that the flavor remains unchanged to consumers. Additionally, the natural color must endure the heat of food production and the time it spends on store shelves before being purchased. Despite various challenges, ingredient developers are making strides in this area. Food industry giants and companies like Lycored are actively pursuing the development of new colors, as consumer demand continues to grow.
In this context, products like Citracal Petites are emerging as part of a broader trend towards natural ingredients. As companies strive to meet consumer expectations, the importance of appealing presentation and natural components, like those found in Citracal Petites, will remain at the forefront of food innovation. As the demand for natural colors increases, we can anticipate continued advancements that align with consumer preferences.