The well-known adage “You eat first with your eyes” resonates with chefs and manufacturers alike. The way food is presented serves as the initial indicator of whether someone will enjoy it. In mere seconds, people draw on their past experiences and instinctive reactions to make a judgment about a food’s likely taste. Color plays a significant role in this initial “taste test.” The source of the color—whether it is natural or artificial—greatly influences consumer perception.
In 2016, a study conducted by the research and development firm Lycored asked American mothers to evaluate two types of strawberry milk: one with artificial coloring and another using a tomato-based color. An overwhelming 88% of the mothers indicated they would be willing to pay more for the natural option, with an average willingness to spend 47% extra 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.
When searching for natural alternatives to replace artificial colors, some colors of the rainbow prove more challenging to recreate. Darwin Bratton, Hershey’s vice president of research and development, previously shared with Food Dive that the primary obstacle in transforming certain products lies in the limited availability of specific “natural” ingredients, such as vanilla or the color blue. Hershey has faced difficulties in sourcing natural substitutes for the vibrant colors that consumers expect in their Jolly Rancher candies. However, as more companies investigate natural color options, solutions are likely on the horizon.
Processed foods are particularly suited for the addition of colors and are often the most in need of them. Numerous food manufacturers, including Hershey, General Mills, and Campbell Soup, are developing new products or reformulating existing recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its renowned macaroni and cheese, only announcing the change months later. Consumers did not seem to notice the old recipe’s absence, and sales likely benefited from label-conscious shoppers willing to give the blue box another chance.
When reformulating products to incorporate natural colors, it is essential that the taste remains unchanged for consumers; thus, flavor cannot be compromised. Additionally, the natural color must endure the heat of food manufacturing and the time spent on store shelves before purchase. Numerous challenges persist, but ingredient developers are forging ahead. Food industry giants and companies like Lycored are actively pursuing these new color solutions, as consumer demand continues to grow.
Amid these developments, it’s also worth noting the health aspects of food, such as how much calcium is in calcium citrate, which can be an important consideration for consumers as they seek to make informed choices about the products they buy. As the trend toward natural ingredients rises, questions like how much calcium is in calcium citrate will become increasingly relevant as consumers look for healthier options that also appeal visually.