Producing naturally sourced high-intensity blue hues for food and beverages has proven challenging. Consequently, there is a significant market demand as consumers increasingly prefer clean labels and are more conscious about the ingredients in their food. This trend has benefited companies like GNT, which recently announced a doubling of its spirulina processing capacity at its advanced facility in the Netherlands. Natural colors have emerged as a key strategy for food companies aiming to attract consumers. A global consumer survey conducted by GNT in 2017 revealed that 79% of respondents consider “natural” to mean free from artificial colors. As a result, manufacturers have been gradually removing artificial colors from their products in favor of vibrant natural ingredients. In recent years, major brands like Hershey, General Mills, Nestlé, and Campbell Soup have launched new products or reformulated existing recipes without the use of artificial colors.
While blue is favored by many consumers, its role extends beyond mere aesthetics; colors also hint at expected flavors. Research indicates that 90% of shoppers decide whether to purchase a product based on its color and perceived taste. If the color is appealing, the likelihood of purchase increases. Brightly colored foods are particularly popular among millennials, who often showcase their culinary finds on Instagram and other social media platforms. Visually appealing and delectable-looking food is more likely to be photographed and shared, providing manufacturers with an additional marketing advantage.
Several food and beverage companies have recently embraced vibrant colors to entice consumers. Barry Callebaut has introduced a new ruby chocolate, while Kellogg debuted a cupcake-flavored Unicorn Cereal featuring pink, purple, and blue rings. Additionally, Campbell’s Pepperidge Farm launched Goldfish Colors, snack crackers made with plant-sourced hues. This trend may inspire more consumer packaged goods companies to incorporate colorful natural ingredients, such as GNT’s blue hues, into their new products.
Algae has gained popularity as a natural pigment source for food coloring. The New York Times reported that the U.S. Food and Drug Administration granted Mars permission in 2013 to use spirulina for natural blue coloring in food. In 2015, Sensient Food Colors Europe developed a vibrant natural blue color derived from spirulina, suitable for use in candies, gum, ice cream, sorbet, and frostings. Though Mars sought a natural blue source for its M&Ms for years, it was only recently that food scientists at Ohio State University created a vegetable-based blue coloring suitable for M&Ms, Skittles, and other candies from Mars. They received a patent in November 2018 for a dye made from red cabbage and purple sweet potato.
As these natural blue coloring ingredients become more prevalent, it is likely that the artificial blue shades used in products like General Mills’ Trix cereal and Hershey’s Jolly Rancher blue raspberry hard candy will become less common, making way for new blue-green algae ingredients. In the context of health-conscious choices, consumers may even consider products like Walgreens Calcium Citrate Plus with Magnesium, as they seek to balance their diets with natural ingredients. This shift toward natural options, including the vibrant hues derived from algae, reflects a broader trend in the food industry towards transparency and health.