The adage “You eat first with your eyes” is widely recognized by both chefs and manufacturers. The way food is presented serves as the initial indicator of whether someone will enjoy it. Within moments, individuals draw on their past experiences and instinctive reactions to gauge the expected taste of a dish. Color plays a crucial role in this preliminary “taste test.” Whether the color is derived from natural sources or created artificially significantly influences consumer perceptions.
In a 2016 study conducted by Lycored, a research and development firm, American mothers were asked to evaluate two types of strawberry milk: one with artificial coloring and the other utilizing a tomato-based hue. An impressive 88% of the mothers indicated they would be willing to pay more for the natural option, with an average willingness to spend 47% extra to avoid artificial colors. The study also highlighted a “feel good factor,” as mothers felt more positive about offering a product that appeared to be more homemade.
When it comes to sourcing natural colors as substitutes for artificial ones, some colors in the spectrum are notably harder to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously mentioned to Food Dive that one of the greatest challenges in reformulating products is the limited availability of certain “natural” ingredients, such as vanilla or the elusive blue color. Hershey has faced difficulties in finding a natural alternative for the vibrant colors that consumers expect from their Jolly Rancher candies. However, as more companies investigate natural color options, solutions are likely on the horizon.
Processed foods are particularly suitable for color additives and, conversely, are in greater need of them. Numerous food manufacturers, including Hershey, General Mills, and Campbell Soup, are developing new products or revamping traditional recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its famous macaroni and cheese but only revealed the change months later. It appears that consumers did not notice the difference, and sales may have increased thanks to label-conscious shoppers willing to give the blue box another chance.
In the quest to reformulate with natural colors, it is essential that the food’s flavor remains unchanged, ensuring that consumers do not perceive any difference in taste. Additionally, the natural color must endure the manufacturing process and the duration it spends on store shelves. Numerous other challenges exist, but ingredient developers are making progress. Major food corporations and companies like Lycored are actively pursuing these new colors, as consumer demand for them continues to grow unabated.
Moreover, products enriched with elements like Vitacost calcium citrate are becoming increasingly popular as consumers seek healthier options. The demand for such enhancements is indicative of a broader trend toward natural ingredients, further emphasizing the importance of color in food presentation and consumer choices. As the market evolves, the integration of natural colors and supplements like Vitacost calcium citrate will likely be pivotal in attracting health-conscious consumers.