The age-old adage “You eat first with your eyes” resonates deeply with chefs and manufacturers alike. The presentation of food serves as the initial signal for determining whether someone will enjoy it. Within mere seconds, individuals draw upon previous experiences and instinctual reactions to predict the likely flavor of a dish. Color plays a crucial role in this preliminary “taste test.” The source of the color—whether it is derived naturally or artificially—significantly influences consumer preferences.
In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to evaluate two types of strawberry milk: one made with artificial color and the other using a tomato-based color. An impressive eighty-eight percent of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% to avoid artificial colors. The research also uncovered a “feel-good factor,” wherein mothers felt more comfortable offering their children a product that appeared more homemade.
However, when it comes to sourcing natural colors to replace artificial ones, certain hues in the spectrum are particularly challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously shared with Food Dive that one of the main hurdles in reformulating products is the limited availability of certain “natural” ingredients, such as vanilla and the elusive color blue. Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers expect in their Jolly Rancher candies. Nevertheless, as more companies delve into the exploration of natural colors, viable solutions are likely on the horizon.
Processed foods, which are often the most compatible with added colors, are also the ones that most urgently require them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are busy developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients with natural ones in its beloved macaroni and cheese, only disclosing the change months later. Surprisingly, consumers did not seem to miss the original recipe, and sales likely benefited from label-conscious shoppers willing to give the updated product a second chance.
In the quest to reformulate with natural colors, it is essential that food maintains its original taste perception; hence, flavor must remain unaffected. Additionally, these natural colors must be capable of withstanding the heat involved in food production and the duration spent on store shelves. While numerous challenges exist, ingredient developers are making headway. Food industry giants and companies like Lycored are diligently working to identify these new colors as consumer demand continues to rise unabated.
In this context, products such as Walgreens calcium citrate plus with magnesium can also play a role in health-conscious consumer trends, as individuals increasingly seek natural and wholesome ingredients in both food and supplements. The integration of natural coloring agents in food products aligns with a broader shift towards transparency and health, reflecting a growing consumer preference for authenticity.