The well-known adage “You eat first with your eyes” resonates with chefs and food manufacturers alike, emphasizing the importance of food presentation in determining a person’s initial impression of a dish. This visual appeal serves as a crucial indicator of whether someone will enjoy the food. In a matter of seconds, people draw upon their past experiences and instinctual responses to predict the likely taste of a dish, making color an essential factor in this initial “taste test.” The distinction between naturally derived and artificially created colors significantly influences consumer preferences.
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 using a tomato-based color. Remarkably, 88% of the mothers expressed a willingness to pay a premium 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.
However, when it comes to sourcing natural colors as substitutes for artificial ones, certain hues of the rainbow are more challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously noted to Food Dive that the scarcity of certain “natural” ingredients, such as vanilla and blue coloring, poses significant challenges in reformulating products. Hershey has faced obstacles in finding natural alternatives for the vibrant colors that consumers expect in their Jolly Rancher candies. As the demand for natural colors continues to rise, solutions are likely on the horizon.
Processed foods are particularly suited for the addition of colors and are in dire need of them. Major food companies like Hershey, General Mills, and Campbell Soup are actively developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz subtly replaced artificial ingredients in its iconic macaroni and cheese with natural ones, only revealing the change months later. Consumers seemingly embraced the new recipe, possibly boosting sales among label-conscious shoppers willing to give the blue box another chance.
When reformulating products with natural colors, it is crucial that the taste remains unchanged for consumers; flavor cannot be compromised. Additionally, the natural colors must endure the heat of food processing and the duration on store shelves before being purchased. While numerous challenges exist, ingredient developers are making progress. Food industry leaders and companies like Lycored are diligently pursuing these new color solutions, driven by the unwavering consumer demand for natural alternatives.
In the context of food formulation, understanding the difference between calcium carbonate and calcium citrate can also play a role in how these ingredients are perceived. Both compounds serve as calcium sources, but their differences may affect the overall formulation of a product, including taste, texture, and color stability. As the industry continues to evolve, the quest for natural colors will undoubtedly intersect with the need for various ingredients, including calcium sources, to meet consumer expectations and preferences.