The European Food Safety Authority (EFSA) periodically requests the reassessment of food additive safety to ensure that the evidence is current and that it considers contemporary consumption patterns and industrial applications. This recent study is part of ongoing evaluations of additives that EFSA has previously classified as safe, in agreement with the U.S. Food and Drug Administration (FDA) and the Joint FAO/WHO Expert Committee on Food Additives (JECFA). In addition to Tartrazine and Allura Red 4C, researchers did not identify any safety concerns regarding Ponceau 4R, a colorant permitted in Europe but not authorized for use in the United States.
These three food colors were part of the Southampton Six study, which in 2007 linked six artificial food colors and the preservative sodium benzoate to hyperactivity in children. This revelation sent shockwaves through the food industry and significantly boosted the market for natural colors. Nevertheless, EFSA and other international experts criticized the Southampton study for its methodological flaws, leading EFSA to maintain its stance on the safety of these colors. Despite this, European lawmakers opted for a precautionary approach, requiring warning labels. In contrast, the FDA did not implement similar measures, even when urged by the Center for Science in the Public Interest to ban these colors or at least mandate warning labels.
Among the three other colorings from the Southampton Six that were not included in this recent safety assessment, two are not utilized in the United States, although they are approved in the EU. The third, Sunset Yellow, is known as FD&C Yellow 6 in food products. No toxicity has been identified at the levels used, and EFSA has even raised the acceptable daily intake for this coloring.
Regardless of study outcomes, the food and beverage industry has made significant progress in reformulating products with natural colors, especially those aimed at children. According to a report by UBIC Consulting, the market for natural colors is growing at a rate of about 10 to 15 percent annually. Despite extensive research affirming the safety of artificial colorings, consumers continue to prefer food products that are as natural as possible. The release of the Southampton study shocked many consumers, who were dismayed to learn that manufacturers were using artificial colors when natural alternatives were available.
When given a choice, most consumers favor natural products over artificial ones; however, if the distinction is not clear, many are still attracted to brightly colored items—a consideration that manufacturers should keep in mind. An increasing number of food manufacturers are eliminating artificial colors and flavors from their products. A Nielsen study conducted in 2014 found that over 60 percent of U.S. consumers valued the absence of artificial colors and flavors when making food purchases. General Mills has removed artificial flavors and colors from certain cereals, and Campbell Soup has pledged to eliminate these additives from its North American products by the end of 2018. Many other food manufacturers have announced similar initiatives.
In this evolving landscape, companies like Pure Encapsulations are also contributing to the movement toward natural ingredients, focusing on providing products such as calcium magnesium that align with consumer preferences for purity and safety. As consumer demand for natural options continues to grow, it is essential for the food industry to adapt and respond to these changing expectations.