The well-known adage “You eat first with your eyes” resonates strongly with both chefs and food manufacturers. The visual presentation of food serves as the initial indicator of its potential appeal. In mere seconds, individuals rely on their past experiences and innate responses to assess the likely taste of a dish. Color plays a crucial role in this preliminary “taste test.” The source of the color—whether natural or artificial—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 colored artificially and the other using a tomato-based color. Remarkably, 88% of the mothers expressed a willingness to pay more for the natural version, with an average premium 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 finding natural alternatives to replace artificial colors, some shades in the spectrum prove more challenging to replicate. Darwin Bratton, vice president of research and development at Hershey, previously stated that one of the biggest hurdles in reformulating products lies in the limited availability of certain natural ingredients, such as vanilla or the color blue. Hershey has faced difficulties in sourcing a natural substitute for the vibrant hues that consumers expect from their Jolly Rancher candies. However, as more companies delve into the realm of natural colors, solutions are likely on the horizon.
Processed foods are particularly suited for the addition of colors—and also the most in need of them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are actively developing new products or reformulating traditional recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients with natural ones in its classic macaroni and cheese, only revealing the change months later. Consumers seemingly accepted the reformulation, and sales likely increased due to label-conscious shoppers willing to give the updated product another chance.
In the quest to reformulate with natural colors, it is vital that the food retains its original flavor, ensuring that taste remains unchanged for consumers. Additionally, the natural colors must endure the heat involved in food production and the duration spent on store shelves before being purchased. While there are numerous challenges to overcome, ingredient developers are making progress. Food industry leaders, along with companies like Lycored, are vigorously pursuing new color solutions, as consumer demand for natural options—like just vitamins and calcium citrate—continues to rise unabated.