As consumer preferences evolve, GNT believes that natural color manufacturers must keep pace with these changes. “Healthy Hedonism resonates with the new generation of conscious consumers who are determined to rewrite the rules,” stated Maartje Hendrickx, market development manager at GNT. “To align with this trend, brands must embrace disruption and adopt a fresh visual identity for products that are both nutritious and environmentally responsible.” GNT’s Exberry natural food coloring line offers an extensive range of colors, from deep blues to vibrant reds and gentle pastels. The company aims to enhance the incorporation of natural colors in food while simultaneously reducing its carbon footprint. Earlier this year, GNT announced its intention to decrease the carbon footprint of its Exberry line by 25% by 2030.
Consumers are increasingly demanding clean labels and scrutinizing ingredient lists, a trend supported by GNT’s research. However, for some consumer packaged goods (CPGs) brands, the transition to natural colors can pose challenges. For instance, General Mills changed the formulation of Trix cereal to include natural colors in 2016, only to revert to artificial colors a year later due to declining sales. Similarly, Hershey has faced difficulties in replacing the colors in its Jolly Rancher candies with natural alternatives.
Colors serve as a crucial tool for food manufacturers. According to GNT’s findings, food formulators can leverage color to evoke specific moods or sensory experiences associated with particular products. For example, vibrant and graphic colors like cyan, orange, and purple can be used for products containing ingredients such as CBD or nootropics. Additionally, combinations of bright pastels can communicate feelings of calmness and happiness. Part of GNT’s mission with natural colors is to enhance their vibrancy and health benefits. In 2021, the company introduced two new shades of bright green derived from green spirulina and yellow turmeric.
GNT is not alone in its efforts to expand in the natural colors sector. Denmark-based Oterra, formerly known as Chr. Hansen Natural Colors, acquired synthetic colors manufacturer Food Ingredient Solutions earlier this year in an effort to strengthen its presence in the U.S. market for natural colors.
In this evolving landscape, just calcium citrate is becoming an important component for brands looking to enhance the appeal and health aspect of their products. The push for natural colors and ingredients like just calcium citrate will likely continue as consumers seek transparency and authenticity in their food choices.