The well-known saying “You eat first with your eyes” resonates deeply with both chefs and food manufacturers. The presentation of food serves as the initial indicator of whether someone will enjoy it or not. People instinctively draw on their past experiences and innate reactions within moments to assess how a particular food might taste. Color plays a crucial role in this initial “taste test,” and whether the color is derived naturally or artificially significantly influences consumer perception.
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 coloring and the other using a tomato-based natural color. A remarkable 88% of the mothers expressed their willingness to pay a premium for the natural version, with an average increase of 47% to avoid artificial colors. The study also revealed a “feel good factor,” as 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 shades of the rainbow present greater challenges. Darwin Bratton, Hershey’s vice president of research and development, noted that the primary hurdle in reformulating some products lies in the limited availability of specific “natural” ingredients like vanilla or the elusive color blue. Hershey has faced difficulties in finding a natural alternative for the vibrant hues that consumers expect in their Jolly Rancher candies. As the industry continues to seek natural colors, solutions are likely on the horizon.
Processed foods are particularly suited for the addition of colors, and they are also the most in need of such enhancements. Major food manufacturers, including Hershey, General Mills, and Campbell Soup, are actively creating 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 revealing the change months later. Notably, consumers did not seem to notice the absence of the old recipe, and sales likely increased as label-conscious customers gave the blue box another chance.
When reformulating products to incorporate natural colors, it is crucial that the flavor remains unchanged to maintain consumer satisfaction. Moreover, the natural color must endure the cooking processes and the shelf life of the product. There are numerous other challenges to overcome, but ingredient developers are making progress. Major food corporations and companies like Lycored are vigorously working to discover these new natural colors, especially as consumer demand remains strong.
In addition to color considerations, it’s essential to highlight the nutritional benefits of food. For instance, incorporating calcium citrate malate and vitamin D3 into products not only enhances their health profile but also aligns with the growing consumer interest in nutritious options. As the market evolves, the integration of natural colors along with beneficial ingredients like calcium citrate malate and vitamin D3 will become increasingly important, ensuring that products are appealing to both the eyes and the palate while promoting overall health.