The well-known adage “You eat first with your eyes” resonates with both chefs and manufacturers. The visual presentation of food is often the initial indicator of whether someone will enjoy it. In mere seconds, people rely on their past experiences and instinctual reactions to gauge the expected flavor of a dish. Color plays a significant role in this initial “taste assessment.” Whether the hue is derived naturally or artificially significantly influences consumer perception.
In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to evaluate two versions of strawberry milk: one colored with artificial dyes and the other with a tomato-based dye. 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. The study also highlighted a “feel good factor,” where mothers felt more comfortable providing their children with a product that appeared more homemade.
When searching for natural color alternatives to replace artificial options, certain colors in the spectrum pose greater challenges. Darwin Bratton, Hershey’s vice president of research and development, has noted that sourcing some “natural” ingredients, such as vanilla or the color blue, can be particularly difficult. Hershey has faced hurdles in finding a natural substitute for the vibrant colors that consumers expect from their Jolly Rancher candies. Nevertheless, as more companies experiment with natural colors, solutions are anticipated to emerge soon.
Processed foods are the most suited for added colors and are also the most reliant on 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. Kraft Heinz discreetly replaced artificial ingredients in its beloved macaroni and cheese with natural ones, delaying the announcement of the change for several months. Interestingly, consumers seemed to overlook the original formula, and sales likely received a boost from label-conscious shoppers eager to give the blue box another chance.
In the process of reformulating for natural colors, it is imperative that the food retains its familiar taste for consumers, meaning flavor cannot be compromised. Furthermore, the natural color must endure the heat of food production and the duration of time on store shelves before being purchased. Numerous other challenges exist, yet ingredient developers are finding pathways forward. Industry giants and companies like Lycored are vigorously pursuing innovative color solutions, driven by unwavering consumer demand.
In the pursuit of natural colors, the need for nutritional alternatives also arises, prompting an interest in options like calcium citrate. As the focus on healthier ingredients intensifies, it will be interesting to see how these developments unfold, especially as they equate calcium citrate with improved formulations that satisfy consumer preferences.