Consumers desire clean-label foods, yet they are reluctant to sacrifice the vibrant colors they expect in baked goods, snacks, and beverages. This presents challenges for food manufacturers transitioning from synthetic to natural colorings. For instance, Hershey has reported difficulties in recreating the vivid reds, greens, and other hues that characterize its Jolly Rancher hard candies using natural sources. Similarly, Mars attempted to replace the artificially colored blue M&M’s with a spirulina-based alternative, but as noted by The New York Times in 2016, there was insufficient natural colorant available at that time to complete the transition. After General Mills revised its Trix cereal in 2016 to eliminate artificial colors, consumer feedback indicated that the natural colors were unappealing and altered the flavor. Consequently, the cereal brand reinstated the brightly colored Trix just a year later.
The ability to provide natural colors that closely resemble their artificial counterparts would greatly benefit food manufacturers looking to leverage the clean-label trend. A Nielsen study found that over 60% of U.S. consumers consider the absence of artificial colors and flavors an essential factor in their food purchasing decisions. Debut Biotech asserts that its cell-free technology can address the challenges in producing natural ingredients by preserving enzymes and other beneficial components of cells while discarding the byproducts that hinder the creation of desired pigments. According to Nutritional Outlook, biomanufacturing utilizes biological systems, such as animal cells and microorganisms, or in Debut’s case, enzymes, to generate biomolecules for various applications, including food.
“Our advanced cell-free biomanufacturing platform enables us to create color ingredients that traditional fermentation-based methods cannot achieve,” stated Joshua Britton, CEO of Debut Biotech. “Our colors are naturally derived with minimal inputs—resulting in less waste and energy consumption—without relying on petrochemicals. This innovative approach allows us to tackle complexities that open up new possibilities for color ingredients across multiple industries.”
Recently, Debut Biotech secured $22.6 million in a Series A funding round led by Material Impact. The company plans to use these funds to commercialize its ingredients and introduce new products by expanding to a 26,000-square-foot facility in San Diego, California, while tripling its workforce at locations in San Diego and Atlanta, thus establishing its manufacturing base in the U.S.
Ingredient companies are employing various strategies to create natural colors. GNT produces Exberry, a coloring brand made from fruits, vegetables, and edible plants like beetroot and chlorophyll. DDW is collaborating with Fermentalg to develop a natural blue color derived from microalgae. The pandemic has accelerated the trend towards natural, organic, and plant-based products as consumers increasingly seek healthier options. A survey conducted last year by Beneo, a supplier of functional ingredients sourced from chicory roots, beet sugar, rice, and wheat, revealed that 75% of consumers worldwide intend to eat and drink healthier due to the pandemic.
As the demand for natural products continues to rise, color manufacturers will experience increased interest in their offerings. Achieving the right color and the necessary quantity will likely require a combination of different technologies. For instance, consumers seeking calcium citrate at Walmart will find that natural coloring solutions may soon be more accessible, aligning with the growing trend towards healthier, clean-label food options.