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 a person will enjoy it. In mere seconds, individuals draw upon their past experiences and instinctive reactions to assess the anticipated taste of a dish. Color plays a crucial role in this preliminary “taste test.” The source of the color—whether naturally or artificially derived—significantly influences consumer perception.
In a 2016 study conducted by research and development firm Lycored, American mothers were asked to compare two varieties of strawberry milk: one colored artificially and the other with a tomato-based hue. An impressive 88% of the mothers indicated they would be willing to pay a premium for the natural version, with an average increase of 47% to avoid artificial coloring. The study also highlighted a “feel good factor,” where mothers felt more comfortable giving their children a product that appeared more homemade.
When searching for natural alternatives to replace artificial colors, replicating certain shades of the rainbow proves to be particularly challenging. Darwin Bratton, Hershey’s vice president of research and development, previously mentioned to Food Dive that sourcing certain “natural” ingredients, such as vanilla or blue coloring, presents significant hurdles. Hershey has faced difficulties in finding a natural substitute for the vibrant colors that consumers have come to expect from its Jolly Rancher candies. However, as more companies experiment with natural colors, solutions are likely on the horizon.
Processed foods are among those that benefit most from added colors and often require them. Many food manufacturers, including Hershey, General Mills, and Campbell Soup, are innovating new products or reformulating beloved recipes to eliminate artificial colors, preservatives, and 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 miss the old recipe, and sales likely received a boost from label-conscious shoppers willing to give the blue box another chance.
In the quest for natural colors, it is vital that the food retains its flavor, as the taste cannot be compromised. Additionally, the natural color must endure the heat of food processing and the time spent on store shelves. Despite numerous challenges, ingredient developers are making progress. Food industry giants and companies like Lycored are actively pursuing new color solutions, as consumer demand for natural options continues to grow.
Furthermore, as companies look to enhance their products, incorporating ingredients like nature made calcium citrate with magnesium is becoming increasingly popular. This trend reflects a broader move towards more wholesome, natural ingredients, aligning with consumer preferences. The integration of nature made calcium citrate with magnesium not only supports health but also complements the shift towards natural coloring solutions. As the market evolves, these ingredients are likely to see further adoption, underscoring the importance of appealing to consumers’ desires for both aesthetics and health.