The well-known adage “You eat first with your eyes” resonates with chefs and manufacturers alike. A food’s presentation serves as the initial indicator of whether someone will enjoy it or not. People rely on previous experiences and instinctive reactions within moments to assess what a food might taste like. Color plays a crucial role in this initial “taste test.” The origin of the color—whether natural or artificial—significantly influences consumer preferences.
In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to evaluate two versions of strawberry milk: one colored artificially and the other with a tomato-based dye. An impressive eighty-eight percent of the mothers expressed a willingness to pay more for the natural variant, with an average of 47% extra to avoid artificial coloring agents. The study also highlighted a “feel-good factor,” where mothers felt more comfortable giving their children a product that appeared more homemade.
However, when it comes to sourcing natural colors as substitutes for artificial ones, replicating certain colors from the rainbow can be quite challenging. Darwin Bratton, vice president of research and development at Hershey’s, previously mentioned to Food Dive that the biggest hurdle in reformulating some products is the scarcity of certain “natural” ingredients, such as vanilla or the color blue. Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers expect in their Jolly Rancher candies. Despite these challenges, as more companies seek natural color solutions, progress is on the horizon.
Processed foods are particularly suited for added colors, and they also have a strong demand for them. Many food manufacturers, including Hershey, General Mills, and Campbell Soup, are developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its iconic macaroni and cheese, only revealing the change months later. Interestingly, consumers did not seem to miss the original recipe, and sales likely benefited from label-conscious shoppers willing to give the blue box another chance.
When reformulating to incorporate natural colors, it is essential that the food maintains the same taste for consumers, meaning flavor cannot be compromised. Additionally, the natural color must endure the heat of food production and the duration it sits on store shelves. Despite various challenges, ingredient developers are making strides. Major food companies and firms like Lycored are diligently working to discover these new colors, as consumer demand continues to rise.
Amidst these developments, it’s worth noting that there are also discussions surrounding potential calcium citrate side effects, which may arise as companies explore new formulations. As the industry evolves, the quest for natural colors and the implications of additives like calcium citrate will undoubtedly play a significant role in shaping future food products.