The well-known adage “You eat first with your eyes” resonates with chefs and food manufacturers alike. The presentation of food serves as the initial indicator of whether someone will enjoy it. In mere seconds, individuals draw on past experiences and instinctive reactions to gauge the anticipated taste of a dish. Color plays a pivotal role in this first “taste test.” Whether the color is derived from natural sources or artificially created significantly influences consumer perception.
A 2016 study conducted by the research and development firm Lycored revealed that American mothers were asked to evaluate two versions of strawberry milk—one colored with artificial dyes and the other utilizing a tomato-based color. Remarkably, 88% of the mothers expressed a willingness to pay a premium for the natural version, with an average increase of 47% to avoid artificial colors. The study also uncovered 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, certain hues of the rainbow are notably harder to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously informed Food Dive that a significant hurdle in reformulating some products is the limited availability of specific “natural” ingredients, such as vanilla or the color blue. Hershey has faced challenges in finding a natural alternative for the vibrant colors that consumers expect from their Jolly Rancher candies. However, as more companies delve into the realm of natural colors, solutions are likely on the horizon.
Processed foods are particularly compatible with added colors and stand to benefit greatly from them. Major manufacturers like Hershey, General Mills, and Campbell Soup are innovating new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its iconic macaroni and cheese, announcing the change only months later. Interestingly, consumers seemed to overlook the old recipe, and sales likely saw an uptick from label-conscious shoppers willing to give the blue box another chance.
When reformulating to incorporate natural colors, it’s essential that the flavor remains unchanged for consumers. Additionally, the natural color must endure the heat of food production and the duration spent on store shelves before purchase. Despite numerous challenges, ingredient developers are making progress. Food giants and companies like Lycored are actively pursuing innovative color solutions to meet the unrelenting consumer demand.
Moreover, as health-conscious choices become more prevalent, manufacturers are increasingly looking to enhance their products with beneficial ingredients such as 1200 mg calcium citrate, which can be integrated alongside natural colors. This trend not only addresses the aesthetic appeal of food but also caters to the nutritional needs of consumers, allowing them to enjoy visually appealing products that are also good for their health. As the demand for natural colors alongside health-enhancing ingredients like calcium citrate rises, the food industry is poised for continued transformation and innovation.