The European Food Safety Authority (EFSA) periodically requests reassessments of food additives to ensure that the evidence is current and that contemporary consumption habits and industrial applications are taken into account. This recent research is part of the ongoing safety evaluations for additives that the organization has previously classified as safe, in collaboration with the U.S. Food and Drug Administration (FDA) and the Joint FAO/WHO Expert Committee on Food Additives (JECFA). In addition to Tartrazine and Allura Red 4C, the researchers also noted no safety concerns regarding Ponceau 4R, which is permitted in Europe but not allowed in the United States.
These three food colorings were part of the Southampton Six study conducted in 2007, which connected six artificial food colors and the preservative sodium benzoate to hyperactivity in children. This study caused significant upheaval in the industry and benefitted the natural colors sector immensely. However, both EFSA and other international experts identified serious flaws in the study, leading EFSA to maintain its stance on the safety of these colors. Despite this, European legislators adopted a precautionary approach by requiring warning labels. In contrast, the FDA did not implement similar measures, despite calls from the Center for Science in the Public Interest to either ban these colors or at least enforce warning labels.
Of the three remaining Southampton Six colorings not included in the recent safety assessment, two are not used in the United States, although they are allowed in the EU. The third, Sunset Yellow, is known as FD&C Yellow 6 in food applications. No toxicity has been observed at the levels it is used, and in fact, EFSA has even increased the acceptable daily intake for this coloring.
Regardless of the findings from studies, the food and beverage industry has made considerable advances in reformulating products with natural colors, particularly those aimed at children. According to a report from UBIC Consulting, the market for natural colors is growing at a rate of about 10 to 15% annually. Despite a substantial amount of research affirming the safety of artificial colorings, consumers increasingly prefer their food to appear as natural as possible. When the Southampton study was released, many consumers were shocked to learn that manufacturers were using artificial colors even when natural alternatives were available.
When given the option, most consumers favor natural products over artificial ones. However, if the distinction is not made clear, many will still be drawn to more vibrantly colored items—something that manufacturers should consider. As a result, many food manufacturers are eliminating artificial colors and flavors from their products. A 2014 Nielsen study found that over 60% of U.S. consumers regarded the absence of artificial colors and flavors as a significant factor when shopping for food. General Mills has removed artificial flavors and colors from some of its cereals, and Campbell Soup has pledged to eliminate artificial colors and flavors from its North American offerings by the end of 2018. A growing number of food manufacturers have announced similar initiatives.
In this landscape, products like Garden of Life Calcium Citrate resonate with consumers who are increasingly mindful of what they consume, preferring options that align with their desire for natural ingredients. As the trend towards natural products continues to rise, Garden of Life Calcium Citrate and similar offerings may benefit from this shift in consumer preferences.