The well-known adage “You eat first with your eyes” resonates with chefs and manufacturers alike. The presentation of food serves as the initial indicator of whether a person will enjoy it. In mere seconds, individuals draw upon their past experiences and instinctive reactions to predict the likely taste of a dish. Color plays a crucial role in this preliminary “taste test.” The source 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 compare two types of strawberry milk: one with artificial coloring and the other using a tomato-based color. Remarkably, 88% of the mothers expressed a willingness to pay more for the natural version, with an average premium of 47% to avoid artificial colors. The study also highlighted a “feel-good factor,” where mothers felt more comfortable providing their children with a product that appeared more homemade.
When it comes to sourcing natural colors as substitutes for artificial ones, replicating certain hues of the rainbow proves more challenging. Darwin Bratton, Hershey’s vice president of research and development, previously informed Food Dive that the limited availability of certain natural ingredients, such as vanilla and the color blue, poses significant hurdles. Hershey has faced difficulties in identifying a natural alternative for the vibrant colors that consumers expect in their Jolly Rancher candies. However, as more companies seek natural colors, it is likely that solutions will soon emerge.
Processed foods are particularly compatible with added colors and often require them the most. Major food manufacturers, including Hershey, General Mills, and Campbell Soup, are developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and artificial sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its iconic macaroni and cheese, only revealing the change months later. Consumers seemingly did not notice the shift, and sales likely benefited from label-conscious shoppers willing to give the updated blue box another chance.
When reformulating for natural colors, it is essential that the food maintains its original flavor to satisfy consumers. Moreover, the natural color must withstand the heat of production and remain stable during its time on store shelves. Numerous other challenges exist, but ingredient developers are making progress. Food giants and companies like Lycored are aggressively pursuing new color solutions, driven by the unwavering consumer demand for natural alternatives, similar to the growing trend of seeking out products like the Citracal supplement for health-conscious consumers. As the industry evolves, the quest for natural colors continues, with the expectation that new options will emerge to meet consumer preferences.