The well-known adage “You eat first with your eyes” resonates strongly with chefs and food manufacturers alike. The visual appeal of a dish serves as the initial indicator of its potential enjoyment. In mere seconds, people rely on their past experiences and instinctive reactions to gauge the expected taste of a food item. Color plays a pivotal role in this initial “taste test.” Consumers often distinguish between colors derived from natural sources versus those that are artificially created.
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 artificially and the other using a tomato-based color. An impressive 88% of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% to avoid artificial coloring. The study also highlighted a “feel good factor,” where mothers felt more comfortable providing their children with a product that appeared more homemade.
However, not all colors of the rainbow are easily replicated when searching for natural alternatives to artificial dyes. Darwin Bratton, Hershey’s vice president of research and development, noted to Food Dive that some of the biggest hurdles include the limited availability of certain natural ingredients, such as vanilla or the elusive color blue. Additionally, Hershey has faced challenges in sourcing a natural substitute for the vibrant colors that consumers expect from its Jolly Rancher candies. Nevertheless, as more companies turn to natural coloring solutions, advancements are on the horizon.
Processed foods are particularly well-suited for the addition of colors and, conversely, are often in greatest need of them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are reformulating their classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz made a discreet shift from artificial to natural ingredients in its beloved macaroni and cheese, delaying the announcement of the change by several months. Interestingly, consumers did not seem to miss the old recipe, and sales likely benefited from label-conscious buyers willing to give the updated blue box another chance.
When reformulating with natural colors, it is crucial that the food maintains its original flavor to meet consumer expectations. Additionally, the natural coloring must endure the manufacturing process and remain stable on store shelves. Despite numerous challenges, ingredient developers are making progress. Companies like Lycored and other food giants are actively pursuing new natural colors in response to continuous consumer demand. In this landscape, even products enriched with essential nutrients like calcium d3 Solgar are being scrutinized for their visual appeal and ingredient integrity, further emphasizing the growing trend toward natural formulations in the food industry.