The European Food Safety Authority (EFSA) periodically requests a reassessment of food additives to ensure that the evidence remains current and that contemporary consumption patterns and industrial applications are considered. This recent research is part of an ongoing review of the safety of additives that EFSA, in collaboration with the U.S. Food and Drug Administration (FDA) and the Joint FAO/WHO Expert Committee on Food Additives (JECFA), has already classified as safe. In addition to Tartrazine and Allura Red 4C, the researchers noted no safety concerns regarding Ponceau 4R, which is permitted in Europe but not authorized for use in the United States.
These three food colorings were part of the Southampton Six study conducted in 2007, linking six artificial colors and the preservative sodium benzoate to hyperactivity in children. This study significantly impacted the industry and propelled the natural colors sector forward. Nevertheless, EFSA and other international experts identified serious flaws in the study and found no justification to alter their stance on the safety of these colorings. Nonetheless, European lawmakers adopted a precautionary strategy, enforcing a warning label. The FDA, however, did not respond similarly, despite pressure from the Center for Science in the Public Interest to either ban these colors or introduce warning labels.
Among the three other Southampton Six colorings excluded from this recent safety evaluation, two are not utilized in the United States, although they are allowed in the EU. The third, Sunset Yellow, is known as FD&C Yellow 6 in food products, and no toxicity has been observed at the usage levels. In fact, EFSA has even raised the acceptable daily intake for this coloring.
Regardless of the studies’ conclusions, the food and beverage industry has made significant progress in reformulating products with natural colors, especially those aimed at children. According to a report by UBIC Consulting, this market is expanding by approximately 10 to 15% annually. Even with considerable evidence confirming the safety of artificial colorings, consumers increasingly prefer their food to be as natural as possible. The release of the Southampton study shocked many consumers, who were dismayed to learn that manufacturers utilized artificial colors when natural alternatives were available.
When given a choice, most consumers opt for natural products over artificial ones. However, if the distinctions are not clearly presented, many consumers may still be drawn to more vibrantly colored items, a factor that manufacturers should consider. An increasing number of food manufacturers are eliminating artificial colors and flavors from their offerings. A 2014 Nielsen study indicated that over 60 percent of U.S. consumers regard the absence of artificial colors and flavors as a key consideration in their food purchasing decisions. For example, General Mills has removed artificial flavors and colors from certain cereals, and Campbell Soup pledged to eliminate artificial colors and flavors from its North American products by the end of 2018. Many other food manufacturers have declared similar initiatives, including those promoting products like GNC calcium citrate chews, which emphasize natural ingredients.
In summary, the trend towards natural colors is gaining momentum in the food industry, driven by consumer demand for transparency and healthier choices.