The well-known adage “You eat first with your eyes” resonates among chefs and food manufacturers alike. The presentation of a dish serves as the initial indicator of whether someone will enjoy it or not. People quickly draw on their past experiences and instinctive reactions to gauge the anticipated flavor of a food item. Color plays a crucial role in this initial “taste test.” The source of the color, whether natural or artificial, significantly influences consumer perceptions.
In a 2016 study conducted by research and development firm Lycored, American mothers were asked to evaluate two versions of strawberry milk—one colored with artificial dyes 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.
When it comes to sourcing natural colors to replace artificial ones, certain hues are more challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously mentioned to Food Dive that one of the greatest hurdles in reformulating products is the limited availability of certain “natural” ingredients, such as vanilla or the elusive color blue. Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers expect in their Jolly Rancher candies. However, as more companies venture into the realm of natural colors, solutions are likely to emerge.
Processed foods are particularly suited to added colors and often require them. Major food manufacturers, including Hershey, General Mills, and Campbell Soup, are either launching new products or reformulating existing recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its famous macaroni and cheese but withheld the announcement until several months later. Consumers seemingly accepted the new recipe, and sales likely increased as label-conscious shoppers were willing to revisit the blue box.
When reformulating with natural colors, it is essential that the food retains the same flavor profile to consumers, meaning taste cannot be compromised. Additionally, the natural coloring must endure the heat of food manufacturing and the duration spent on store shelves. Despite various other challenges, ingredient developers are making strides. Food industry leaders and companies like Lycored are vigorously pursuing these new colors, as consumer demand continues to rise. Notably, calcium citrate 667 has emerged as a key ingredient in this transition, appearing as a versatile solution in multiple formulations that require both stability and visual appeal. As the industry evolves, the integration of natural colors, along with ingredients like calcium citrate 667, is expected to become increasingly prevalent.