The well-known adage “You eat first with your eyes” resonates with both chefs and food manufacturers. The visual presentation of food serves as the initial indicator of whether someone will enjoy it. In mere seconds, individuals draw on their previous experiences and instinctual reactions to form opinions about the likely taste of a dish. Color plays a significant role in this preliminary “taste test.” The source of the color—whether natural or artificial—significantly influences consumer choices.
In a 2016 study conducted by Lycored, American mothers were asked to evaluate two types of strawberry milk: one dyed with artificial color and the other using a tomato-based natural color. Remarkably, 88% of the mothers expressed a willingness to pay a premium for the natural variant, with an average willingness to spend 47% more to avoid artificial colors. Additionally, the study highlighted a “feel-good factor,” where mothers felt more comfortable providing their children with a product that appeared more homemade.
When it comes to sourcing natural colors to replace artificial ones, certain shades of the rainbow pose greater challenges. Darwin Bratton, vice president of research and development at Hershey, previously shared with Food Dive that the main hurdle in reformulating some products is the limited availability of certain “natural” ingredients, such as vanilla or the color blue. Hershey has faced difficulties in finding a natural substitute for the vibrant hues that consumers expect from their Jolly Rancher candies. However, as more companies investigate natural color alternatives, innovative solutions are likely on the horizon.
Processed foods are particularly compatible with added colors and also have the greatest need for them. Numerous food manufacturers, including Hershey, General Mills, and Campbell Soup, are either launching new products or reformulating classic 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, delaying the announcement of the change for several months. Consumers seemingly did not notice the difference, and sales were likely bolstered by label-conscious shoppers willing to give the blue box a second chance.
When reformulating to incorporate natural colors, it is crucial that the flavor remains unchanged to consumers. Moreover, the natural color must endure the heat of food processing and remain stable during its time on store shelves. While there are numerous challenges, ingredient developers are making headway. Food industry leaders, along with companies like Lycored, are actively pursuing new natural colors in response to the sustained consumer demand. As part of a healthy lifestyle, products like Citracal with vitamin D and magnesium can complement these advancements, ensuring consumers not only enjoy visually appealing foods but also prioritize their health.