The well-known saying, “You eat first with your eyes,” resonates with chefs and manufacturers alike. The presentation of food serves as the initial indicator of whether someone will enjoy it. In mere seconds, people draw on their past experiences and instinctive reactions to gauge a food’s likely flavor. Color plays a crucial role in this preliminary “taste test.” Consumers often differentiate between naturally derived and artificially created colors, which significantly impacts their choices.
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 with a tomato-based color. An impressive 88% of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% to avoid artificial colors. The study also revealed a “feel-good factor,” whereby mothers felt more comfortable giving their children a product that appeared more homemade.
However, sourcing natural colors to replace artificial ones can be challenging, particularly for certain hues in the color spectrum. Darwin Bratton, Hershey’s vice president of research and development, previously noted that the biggest obstacles in reformulating products include the limited availability of certain natural ingredients, such as vanilla and the color blue. Hershey has faced difficulties in finding natural alternatives for the vibrant colors consumers expect in their Jolly Rancher candies. As companies increasingly explore the use of natural colors, viable solutions are expected to emerge.
Processed foods are particularly suited for added colors, while also being in dire need of them. Major food manufacturers, including Hershey, General Mills, and Campbell Soup, are innovating new products or reformulating traditional recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients in its iconic macaroni and cheese with natural alternatives, only revealing the change months later. This subtle shift went unnoticed by consumers, likely boosting sales from those who carefully read labels and were willing to give the blue box another chance.
When reformulating products to include 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 time spent on store shelves. Despite numerous challenges, ingredient developers are making progress. Food industry leaders and companies like Lycored are proactively working to identify new colors, as consumer demand for natural options continues to rise.
In the context of nutritional value, the incorporation of natural colors can also align with health considerations, such as the recommended daily intake of calcium citrate, which is vital for maintaining strong bones and overall health. As manufacturers adapt their formulations, they may also consider how these changes can support the daily nutritional needs of consumers, including calcium citrate, which can be beneficial to many dietary plans. As the trend toward natural colors gains momentum, it’s likely that both taste and health will remain at the forefront of product development.