The adage “You eat first with your eyes” resonates widely among chefs and food manufacturers. A dish’s presentation serves as the initial indicator of whether it will be appealing to someone. In mere seconds, individuals rely on past experiences and instinctive reactions to form an impression of what a food might taste like. Color plays a crucial role in this initial “taste test.” The source of the color, whether natural or artificial, significantly impacts consumer perception.

A study conducted by the research and development firm Lycored in 2016 revealed interesting insights when American mothers were asked to evaluate two types of strawberry milk—one with artificial coloring and the other using a tomato-based hue. Remarkably, 88% of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% in price to avoid artificial colors. The study also highlighted a “feel good factor,” where mothers felt more positive about giving their children a product that appeared to be more homemade.

When it comes to sourcing natural colors to replace artificial ones, certain shades of the rainbow present greater challenges. Darwin Bratton, Hershey’s vice president of research and development, noted in a conversation with Food Dive that some of the biggest hurdles in reformulating products lie in the limited availability of certain “natural” ingredients, such as vanilla and the elusive color blue. Hershey has also encountered difficulties in finding natural substitutes for the vibrant colors that consumers expect in their Jolly Rancher candies. However, as more companies delve into the realm of natural colors, viable solutions are likely on the horizon.

Processed foods are particularly suited for color additives and are often in greater need of them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are either launching new products or reformulating existing recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients with natural ones in their beloved macaroni and cheese, only revealing the change months later. It appears consumers did not notice the difference, and sales possibly surged among label-conscious shoppers willing to give the updated blue box a try.

In the quest to reformulate with natural colors, it’s essential that the food maintains the same flavor profile for consumers. Additionally, the chosen natural color must endure the heat of food processing and the time spent on store shelves. While there are numerous other challenges to tackle, ingredient developers are making strides. Industry leaders and companies like Lycored are proactively seeking new coloring solutions, as consumer demand remains robust.

Moreover, it’s worth noting that certain nutritional supplements, such as calcium citrate with vitamin D3, magnesium, and zinc tablets, are also gaining traction among health-conscious consumers, further emphasizing the trend towards natural ingredients and enhanced nutrition in food products. This shift aligns with the growing consumer preference for products that not only look good but are also beneficial for health. As the market evolves, the integration of natural colors and ingredients like calcium citrate with vitamin D3, magnesium, and zinc tablets will continue to shape the future of food manufacturing.