The well-known adage “You eat first with your eyes” resonates with both chefs and manufacturers. The visual appeal of food is often the initial indicator of whether someone will enjoy it. People rely on past experiences and instinctive reactions within seconds to form an opinion on the taste of a dish. Color plays a crucial role in this first “taste test.” The origin of the color—whether it is natural or artificial—significantly influences consumer perceptions.
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 with artificial dyes and the other using a tomato-based color. An impressive 88% of the mothers expressed a willingness to pay more for the natural variant, with an average premium of 47% to avoid artificial colors. The study also highlighted a “feel-good factor,” as mothers felt more confident giving their children 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, Hershey’s vice president of research and development, noted that limited availability of certain “natural” ingredients, such as vanilla or blue hues, complicates the transition. Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers expect in their Jolly Rancher candies. However, as more companies pursue natural color options, solutions are likely on the horizon.
Processed foods are particularly suited for added colors and are also the most in need of them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are reformulating products or creating new ones to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its beloved macaroni and cheese, announcing the change months later. Consumers didn’t seem to notice the difference, and the shift likely attracted label-conscious shoppers willing to give the blue box another chance.
While reformulating for natural colors, it is essential that the food maintains its original taste for consumers, meaning flavor cannot be compromised. Additionally, the natural color must endure the manufacturing process and the time spent on store shelves. There are numerous challenges, but ingredient developers are making progress. Companies like Lycored, along with food industry giants, are actively seeking these new colors, especially as consumer demand remains strong.
In the context of nutritional enhancements, incorporating ingredients like citrate D3 is becoming increasingly popular among manufacturers striving to meet consumer preferences for both health and visual appeal. As the industry evolves, the use of citrate D3 in food products may help bridge the gap between natural aesthetics and nutritional benefits, further driving the demand for natural colors.