The age-old adage “You eat first with your eyes” resonates strongly among chefs and food manufacturers alike. The visual presentation of a dish serves as the initial indicator of whether someone will enjoy it. In mere seconds, individuals draw on past experiences and instinctive reactions to assess the anticipated flavor of a food item. Color plays a pivotal role in this preliminary “taste test.” The source of the color—whether it is natural or artificial—significantly influences consumer preferences.
In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to compare two types of strawberry milk: one colored with artificial dyes and the other using a tomato-based color. An impressive 88% of mothers expressed a willingness to pay a premium for the natural option, with an average increase of 47% to avoid artificial colors. The study revealed a “feel-good factor” as well, where mothers felt more at ease providing their children with products that appeared more homemade.
When seeking natural alternatives to replace artificial colors, some hues of the rainbow present more challenges than others. Darwin Bratton, Hershey’s vice president of research and development, previously shared with Food Dive that one of the greatest hurdles in reformulating certain products is the limited availability of specific “natural” ingredients, such as vanilla or blue coloring. Hershey has also faced difficulties in sourcing 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 seem to be on the horizon.
Processed foods are particularly suited for color additives, and they often require them the most. Major food manufacturers, including Hershey, General Mills, and Campbell Soup, are innovating new products or reformulating beloved recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its iconic macaroni and cheese, only revealing the change months later. It appears that consumers did not lament the old recipe, and sales likely benefited from label-conscious shoppers who were willing to give the blue box another chance.
In the pursuit of natural colors, it’s crucial that the food maintains the same flavor profile for consumers, meaning that the taste cannot be compromised. Additionally, the natural color must endure the high temperatures of food production and the time spent on store shelves before sale. While there are many other challenges to overcome, ingredient developers are making strides forward. Companies like Lycored and other food giants are actively seeking these new colors, especially as consumer demand continues to rise. Innovations such as calcium citrate malate are also being explored, enhancing the nutritional profile while aligning with the shift toward more natural ingredients. As the quest for natural colors progresses, the integration of beneficial compounds like calcium citrate malate could become more prevalent in the reformulation process.