The age-old 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. People rely on past experiences and instinctual reactions to make quick judgments about a food’s taste, often influenced by color, a powerful element in this initial “taste test.” The source of the color—whether natural or synthetic—significantly impacts consumer preferences.
In 2016, research and development firm Lycored conducted a study involving American mothers who compared two types of strawberry milk: one colored with artificial dyes and the other with a tomato-based color. A remarkable eighty-eight percent 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,” as mothers preferred to give their children products that appeared more homemade.
When it comes to sourcing natural colors to replace artificial ones, some colors are notably harder to replicate. Darwin Bratton, Hershey’s vice president of research and development, has noted that the limited availability of certain “natural” ingredients, such as vanilla or blue coloring, presents significant challenges in reformulating products. Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers have come to expect from their Jolly Rancher candies. However, as more companies seek natural colors, solutions are likely on the horizon.
Processed foods are particularly suited for the addition of colors, and they often require these enhancements the most. Major food manufacturers, including Hershey, General Mills, and Campbell Soup, are either developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients in its famous macaroni and cheese with natural alternatives, only revealing the change months later. Consumers seemingly did not miss the original recipe, and sales likely benefited from label-conscious shoppers willing to give the blue box another chance.
When reformulating for natural colors, it is essential that the taste remains unchanged for consumers, meaning flavor integrity must be preserved. Additionally, the natural coloring must withstand the heat of food manufacturing and the duration of time spent on store shelves. Numerous challenges remain, but ingredient developers are making progress. Food industry leaders and companies like Lycored are actively pursuing new color solutions, driven by unrelenting consumer demand.
In Pakistan, for example, the market for natural food colorings is growing, with products like ca citrate 400 mg gaining attention. As more manufacturers respond to this trend, the focus on natural ingredients will likely continue to rise, helping to shape the future of food coloring and formulation.