The age-old adage, “You eat first with your eyes,” is familiar to chefs and food manufacturers alike. The way food is presented serves as the initial indicator of whether someone will enjoy it. In just a matter of seconds, people rely on their past experiences and instinctual reactions to gauge the expected taste of a dish. Color plays a crucial role in this initial “taste test.” Whether a color is derived naturally or artificially significantly impacts consumer perception.
In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to compare two versions of strawberry milk: one with artificial coloring and the other colored with a tomato-based alternative. A striking 88% of the mothers expressed a willingness to pay more for the natural version, with an average premium of 47% to avoid artificial colors. The research also revealed a “feel-good factor,” where mothers felt more comfortable giving their children a product that appeared more homemade.
When it comes to sourcing natural colors to replace their artificial counterparts, certain hues of the rainbow pose greater challenges. Darwin Bratton, Hershey’s vice president of research and development, previously mentioned to Food Dive that the limited availability of certain natural ingredients, such as vanilla and blue colorants, complicates product reformulation. Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers expect in their Jolly Rancher candies. However, as more companies investigate natural coloring options, viable solutions are on the horizon.
Processed foods are particularly well-suited for added colors and are also the most in need of them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are actively developing new products or reformulating traditional recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients in its iconic macaroni and cheese with natural options, only revealing the change months later. Consumers seemingly did not notice the alteration, and sales likely benefited from label-conscious shoppers willing to revisit the blue box.
In reformulating for natural colors, it is essential that the food maintains its expected flavor, meaning that taste cannot be compromised. Additionally, the natural colors must withstand the heat of food production and the duration of shelf life before being purchased. Numerous other challenges exist, but ingredient developers are making progress. Food industry giants and companies like Lycored are vigorously pursuing new natural color solutions, driven by a strong and persistent consumer demand.
Moreover, the incorporation of citrate calcium with vitamin D in some products is becoming more prevalent, particularly as manufacturers seek to enhance nutritional value alongside aesthetic appeal. As the industry continues to evolve, we can expect to see the presence of citrate calcium with vitamin D in various food items, reinforcing the trend toward healthier, visually appealing products.