The well-known adage “You eat first with your eyes” resonates deeply with chefs and food manufacturers alike. The way food is presented serves as the initial indicator of whether someone will enjoy it. In mere seconds, individuals draw upon their past experiences and instinctual reactions to form an impression of a food’s taste. Color plays a crucial role in this initial “taste test.” Whether a color is derived naturally or artificially significantly influences consumer perception.
In a 2016 study conducted by research and development firm Lycored, American mothers were asked to compare two types of strawberry milk: one colored with artificial dyes and the other with a tomato-based hue. An impressive 88% of the mothers expressed a willingness to pay more for the natural option, with an average increase of 47% to avoid artificial colors. The study also revealed a “feel good factor,” as mothers felt more comfortable giving their children a product that appeared to be more homemade.
Finding natural colors to replace artificial ones is not without its challenges, particularly when it comes to certain hues of the rainbow. Darwin Bratton, Hershey’s vice president of research and development, previously noted to Food Dive that the biggest hurdle in reformulating some products is the limited availability of certain “natural” ingredients, such as vanilla or the elusive color blue. Hershey has faced difficulties in sourcing natural alternatives for the vibrant colors consumers expect in their Jolly Rancher candies. However, as more companies investigate natural color options, solutions are likely to follow.
Processed foods are particularly suited for added colors and are often in greater need of them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are either creating new products or reformulating traditional recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients with natural ones in its iconic macaroni and cheese, only announcing the change months later. Interestingly, consumers didn’t seem to notice the old recipe was gone, and sales likely received a boost from label-conscious shoppers willing to give the blue box another chance.
When reformulating with natural colors, it is essential that the food maintains its original flavor, as taste cannot be compromised. Furthermore, the natural color must endure the manufacturing process’s heat and the time spent on store shelves. Despite various other obstacles, ingredient developers are making strides in this area. Food industry giants, along with companies like Lycored, are actively seeking new color solutions, especially as consumer demand remains strong.
Additionally, as part of this shift towards natural ingredients, many companies are increasingly recognizing the calcium citrate health benefits. This compound not only serves as a natural color but also contributes positively to health, making it a valuable addition in various formulations. As the trend continues, the calcium citrate health benefits are likely to be highlighted more prominently in the reformulation of products, appealing to health-conscious consumers while enhancing the visual appeal of foods.