The well-known adage “You eat first with your eyes” resonates with both chefs and manufacturers. The presentation of food serves as the initial indicator of whether someone will enjoy it. People draw upon their previous experiences and instinctual reactions in mere seconds to predict the flavor of a dish. Color plays a significant role in this initial “taste test.” The source of the color—whether it is naturally or artificially derived—can significantly influence consumer preferences.
In a 2016 study conducted by research and development firm Lycored, American mothers were asked to compare two types of strawberry milk: one made with artificial color and the other colored with a tomato-based alternative. A remarkable 88% of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% to avoid artificial colors. The study also revealed a “feel-good factor,” as mothers preferred giving their children products that appeared more homemade.
However, when searching for natural colors to replace artificial ones, certain shades of the rainbow prove to be more challenging to replicate. Darwin Bratton, the vice president of research and development at Hershey, previously noted that the biggest hurdle in reformulating some products is the scarcity of specific “natural” ingredients, such as vanilla or the color blue. Hershey has faced challenges in finding a natural substitute for the vibrant colors consumers expect from their Jolly Rancher candies. As more companies investigate natural color options, solutions appear to be on the horizon.
Processed foods are particularly suited for added colors and are in dire need of them. Major food manufacturers, including Hershey, General Mills, and Campbell Soup, are either launching new products or reformulating traditional recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients with natural alternatives in its iconic macaroni and cheese, only revealing the change months later. Consumers seemingly accepted the new recipe, and sales likely increased among label-conscious shoppers willing to give the blue box another chance.
In the pursuit of natural colors, it is essential that the food maintains its original flavor to meet consumer expectations. Additionally, the natural color must endure the manufacturing process and the time spent on store shelves. Numerous other challenges exist, but ingredient developers are making progress. Food industry leaders and companies like Lycored are actively seeking new color solutions, driven by the relentless consumer demand for natural options.
Furthermore, as consumers become more health-conscious, products enriched with nutrients like Puritan’s Pride calcium citrate are gaining popularity. This shift emphasizes the importance of not just appealing colors but also the nutritional value of food. As companies work to integrate these natural colors, the presence of beneficial ingredients such as Puritan’s Pride calcium citrate could pave the way for healthier, more visually appealing food options, meeting the evolving demands of consumers who prioritize both aesthetics and health.