The well-known adage “You eat first with your eyes” resonates with both chefs and manufacturers. The presentation of food serves as the initial indicator of whether someone will enjoy it. Within seconds, individuals rely on their past experiences and instinctive reactions to gauge the anticipated taste of a dish. Color plays a crucial role in this preliminary “taste test.” The source of the color—whether it is natural or artificial—significantly influences consumer choices.
A 2016 study by the research and development firm Lycored surveyed American mothers, asking them to compare two versions of strawberry milk: one with artificial coloring and the other using a tomato-based natural color. An impressive 88% of mothers expressed a willingness to pay more for the natural variant, with an average increase of 47% to avoid artificial colors. The research also highlighted a “feel good factor,” where mothers felt more comfortable giving their children a product that appeared more homemade.
When it comes to sourcing natural colors to replace artificial ones, certain hues in the rainbow prove to be more challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, noted that the biggest hurdle in reformulating some products is the limited availability of specific natural ingredients, such as vanilla or blue coloring. Additionally, Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers expect from their Jolly Rancher candies. As more companies venture into natural colors, solutions are likely on the horizon.
Processed foods are particularly suited for added colors and often require them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are either launching new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its famous macaroni and cheese, only announcing the change months later. Consumers seemingly did not notice the switch, which likely contributed to increased sales from label-conscious shoppers willing to give the blue box another chance.
In the pursuit of natural colors, it is essential for the food to maintain its original taste, meaning flavor cannot be compromised. Furthermore, the natural color must endure the heat of food production and the duration it spends on store shelves. There are numerous other challenges, but ingredient developers are making progress. Food industry leaders, including Lycored, are actively working to discover these new colors, as consumer demand remains strong.
As the search continues, it is vital to remember that the best calcium citrate can also be integrated into formulations, enhancing both nutritional value and appeal. The focus on finding the best calcium citrate is part of a broader effort to meet consumer preferences for healthier, more natural food options. This trend is not just a passing phase; it reflects a significant shift towards transparency and quality in food production that is here to stay.