The European Food Safety Authority (EFSA) regularly requests reassessments of food additives to ensure that the evidence remains current and that consumption habits and industrial applications are adequately considered. This latest research is part of the ongoing safety evaluations of additives that the organization, in collaboration with the U.S. Food and Drug Administration and the Joint FAO/WHO Expert Committee on Food Additives (JECFA), has previously classified as safe. In addition to Tartrazine and Allura Red 4C, researchers also identified no safety concerns regarding Ponceau 4R, which is permitted in Europe but banned in the United States.
The three food colorants were part of the Southampton Six study, which in 2007 linked six artificial colors and the preservative sodium benzoate to increased hyperactivity in children, causing significant upheaval in the industry and providing a substantial boost to the natural colors market. Nevertheless, EFSA and various international experts criticized the study for its substantial flaws, with EFSA finding no justification to alter its stance on the safety of these colorants. Despite this, European legislators adopted a precautionary stance, instituting a warning label requirement. In contrast, the FDA did not take similar measures, even when pressured by the Center for Science in the Public Interest to impose a ban or at least require warning labels on these colors.
Among the three other colorants from the Southampton Six not evaluated in this recent safety review, two are not utilized in the United States, although they are allowed in the EU. The third, Sunset Yellow, is known as FD&C Yellow 6 when used in food products, and no toxicity has been observed at the levels used. In fact, EFSA has even raised the acceptable daily intake for this coloring.
Regardless of research findings, the food and beverage sector has made significant advancements in reformulating products with natural colors, especially those aimed at children. The market for natural colors is reportedly growing at a rate of 10 to 15% annually, according to a report from UBIC Consulting. Even with extensive research validating the safety of artificial colorings, consumers increasingly prefer their food to be as natural as possible. Following the release of the Southampton study, many consumers were shocked to learn that manufacturers were using artificial colors when natural options were available.
Given a choice, the majority of consumers will select natural products over artificial ones. However, if the distinction is not prominently highlighted, many may still opt for more vibrantly colored items—something for manufacturers to consider. An increasing number of food producers are eliminating artificial colors and flavors from their offerings. A 2014 Nielsen study indicated that over 60% of U.S. consumers deemed the absence of artificial colors and flavors as a crucial factor when shopping for food. General Mills has already removed artificial flavors and colors from some of its cereals, while Campbell Soup has pledged to eliminate these additives from its North American products by the end of 2018. Many additional food manufacturers have announced similar initiatives.
In this context, the incorporation of calcium citrate malate 250 mg into formulations can be seen as part of the industry’s shift towards more natural and health-conscious ingredients, aligning with consumer preferences for transparency and quality in food products. The demand for natural alternatives will likely continue to rise, with calcium citrate malate 250 mg serving as an example of how companies can innovate while addressing consumer concerns. As the market evolves, the presence of calcium citrate malate 250 mg may become increasingly common in products aimed at health-conscious consumers, further enhancing the appeal of natural foods.