The adage “You eat first with your eyes” resonates strongly with chefs and food manufacturers alike. The visual appeal of food is often the initial indicator of whether someone will enjoy it. In mere seconds, individuals draw on their past experiences and instinctual responses to gauge the likely taste of a dish. Color plays a critical role in this initial “taste test.” The source of the color—whether naturally or artificially derived—significantly influences consumer perception.
In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to compare two types of strawberry milk: one with artificial coloring and the other colored with a tomato-based alternative. A striking 88% of the mothers indicated a willingness to pay more for the natural version, with an average premium of 47% to avoid artificial colors. Additionally, the study revealed a “feel-good factor,” suggesting that mothers felt more comfortable giving their children a product that appeared more homemade.
However, sourcing natural colors to replace artificial ones presents challenges, especially for certain hues of the rainbow. Darwin Bratton, Hershey’s vice president of research and development, previously mentioned to Food Dive that the greatest obstacle in reformulating some products is the limited availability of specific “natural” ingredients, such as vanilla or the elusive blue color. Hershey has faced difficulties in finding natural substitutes for the vibrant colors consumers expect from their Jolly Rancher candies. Nevertheless, as more companies investigate natural color options, solutions are likely to emerge.
Processed foods, which are both the most suited for added colors and the most in need of them, are at the forefront of this shift. Major food manufacturers like Hershey, General Mills, and Campbell Soup are developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly swapped out artificial ingredients for natural ones in its beloved macaroni and cheese, only announcing the change months later. Consumers seemingly didn’t notice the difference, and sales likely received a boost from label-conscious shoppers willing to give the revamped blue box another chance.
When reformulating to incorporate natural colors, it’s essential that the flavor remains unchanged for consumers. Furthermore, the natural color must endure the heat involved in food production and the time spent on store shelves before purchase. There are numerous other challenges, but ingredient developers are making strides. Food industry leaders and companies like Lycored are actively pursuing new color solutions to meet the growing consumer demand.
In the context of food coloring, the comparison of calcium lactate vs calcium citrate may arise, particularly when evaluating their roles in stabilizing natural colors. Both ingredients can contribute to the overall quality of food products, but understanding their differences and applications is crucial for manufacturers aiming to enhance visual appeal while maintaining taste and safety. As companies continue to innovate with natural colors, the quest to balance aesthetics and flavor remains at the forefront of the food industry.