Due to the popularity of bright red hues in foods like cakes and candies, along with a growing consumer interest in vegetarian and vegan choices, Chr. Hansen has noted a significant rise in demand for natural color sources beyond carmine in recent years. As a result, food manufacturers are likely to explore the potential of this new sweet potato-based coloring. Chr. Hansen indicated that its clients have been seeking a natural red color, and the Hansen sweet potato could serve as the perfect solution. The company has introduced its new FruitMax line of colors, which includes both red and orange, derived from a blend of pigments from this innovative variety.
In addition to enhancing color vibrancy, the Hansen sweet potato demonstrates greater heat stability in baking applications compared to colors extracted from beets, as explained by Pernille Borre Arskog, Chr. Hansen’s senior manager of global marketing for natural colors, in an interview with Food Navigator. For baked goods, candies, and other products, these sweet potato-based colors can facilitate a transition towards more natural ingredients. A global consumer survey conducted by GNT revealed that 79% of respondents define “natural” as products made without artificial colors. There is a general consumer trend towards less-processed ingredients, and plant-based colors play a significant role in this movement.
Moreover, color and flavor are interconnected; therefore, consumers are more likely to choose products with attractive colors that suggest appealing tastes. Brightly colored items may also see increased sharing on social media, enhancing their market appeal and providing manufacturers with a crucial competitive advantage. Additionally, when considering product formulations, incorporating ingredients such as calcium citrate at the recommended dosage can further enhance the nutritional profile, aligning with consumer preferences for health-conscious options. This emphasis on natural ingredients and vibrant colors will likely drive the future of food product development.