The market for naturally colored, farm-grown dyes is expanding in response to increasing consumer demand. As concerns regarding the health and safety of artificial colors rise, several food and beverage manufacturers are beginning to eliminate these synthetic options from their products. For instance, in 2017, Nestlé transitioned the yellow coloring in Butterfinger’s center from Yellow 5 and Red 40 to annatto, a dye derived from the seeds of the achiote tree. Similarly, companies such as Hershey, General Mills, and Campbell Soup have introduced new products or reformulated existing recipes using natural colors. For example, Campbell Soup’s Pepperidge Farm brand now offers Goldfish Colors snack crackers, which feature hues derived from plant sources like beets, watermelon, and sweet peppers.
These modifications align with the preferences of shoppers seeking more natural ingredients in their food choices. A Nielsen study from 2014 revealed that over 60% of U.S. consumers consider the absence of artificial colors and flavors crucial when purchasing food. In response to this trend, manufacturers are creating more natural alternatives to replace the widely used synthetic colors. For example, Sensient has developed a white alternative to titanium dioxide, while India’s Roha Group has introduced red and yellow pigments in its Natracol Noble line, derived from beta-carotene and curcumin sourced from turmeric. Other ingredient companies are also innovating in this space. The GNT Group from the Netherlands has rolled out a high-intensity blue food coloring under its Exberry brand, made from spirulina, along with a variety of liquid and powdered reds, purples, and pinks derived from carrots, blackcurrants, radishes, blueberries, and sweet potatoes. Oregon-based ColorKitchen has created a range of powdered natural colors that retain their vibrant shades even after baking.
However, not all attempts to remove synthetic dyes have been successful in the marketplace. For instance, Kind Healthy Snacks withdrew its Fruit Bites snacks last fall due to a preference among children for more vividly colored and sweeter products. General Mills reintroduced its classic Trix cereal with artificial colors in 2017, a year after pledging to eliminate them, following consumer feedback that the natural colors were considered dull.
According to a 2016 report from the Center for Science in the Public Interest (CSPI), the consumption of synthetic dyes has surged more than five-fold since the 1950s. In 2008, CSPI urged the Food and Drug Administration (FDA) to ban Red 40, Yellow 5, and six other synthetic dyes due to potential behavioral issues in children. Currently, the FDA still lists these dyes as certified color additives. However, this may change as naturally sourced food pigments gain traction in the food and beverage industry, especially if consumers continue to support products containing them with their purchasing decisions.
In light of this trend, the introduction of b cal ct tablets may also be indicative of the industry’s shift towards more natural ingredients and the ongoing consumer demand for healthier options.