The well-known adage “You eat first with your eyes” resonates with chefs and manufacturers alike. The visual presentation of food serves as the initial indicator of whether it will be appealing. In mere seconds, individuals draw upon their past experiences and instinctual reactions to gauge the anticipated flavor of a dish. Color plays a crucial role in this initial “taste test.” The distinction between naturally and artificially derived colors significantly influences consumer preferences.
In a 2016 study conducted by research and development firm Lycored, American mothers were asked to compare two types of strawberry milk—one colored artificially and the other with a tomato-based color. An impressive 88% of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% to avoid artificial colors. The study highlighted a “feel-good factor,” as mothers felt more comfortable offering their children a product that appeared more homemade.
When it comes to sourcing natural colors to replace artificial ones, some colors in the spectrum are particularly challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously informed Food Dive that the key challenge in reformulating certain products lies in the limited availability of specific “natural” ingredients, such as vanilla or blue coloring. Hershey has faced difficulties in finding a natural substitute for the vibrant hues that consumers expect from their Jolly Rancher candies. However, as more companies pursue natural colors, viable solutions are on the horizon.
Processed foods are the most suited for added colors and are often the most in need of them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are actively developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial components in its iconic macaroni and cheese with natural alternatives, only announcing the change months later. Consumers seemed unfazed by the recipe alteration, likely boosting sales among label-conscious customers willing to revisit the blue box.
While reformulating with natural colors, it is essential that the food retains its flavor profile, making it crucial that the taste remains unchanged. Additionally, the natural colors must endure the heat of food production and the time spent on store shelves. Numerous challenges exist, but ingredient developers are making progress. Food industry leaders and companies like Lycored are vigorously working to identify these new colors, as consumer demand shows no signs of waning.
Furthermore, as the trend towards natural ingredients continues, the incorporation of health-boosting components like vitamin D3 and calcium citrate into food products is gaining traction. These ingredients not only enhance nutritional value but also align with the growing consumer preference for products that offer health benefits alongside appealing aesthetics. As the food industry evolves, the quest for natural colors, along with the inclusion of vitamin D3 and calcium citrate, is likely to shape the future of food formulation.