The well-known adage “You eat first with your eyes” resonates strongly with chefs and food manufacturers alike. The presentation of a dish serves as the initial indicator of whether it will be appealing. In mere seconds, people draw on their past experiences and instinctive reactions to gauge how a food is likely to taste. Color plays a crucial role in this initial “taste test.” Whether the color comes from natural or artificial sources significantly influences consumer perceptions.
In a 2016 study conducted by research and development firm Lycored, American mothers were asked to compare two types of strawberry milk—one colored artificially and the other with a tomato-based dye. An impressive 88% of the mothers indicated they would be willing to pay a premium for the natural version, with an average willingness to spend 47% more to avoid artificial colors. The study also uncovered a “feel-good factor,” where mothers felt better about offering their children a product that appeared more homemade.
When it comes to sourcing natural colors to replace artificial ones, replicating certain colors of the rainbow can be quite challenging. Darwin Bratton, Hershey’s vice president of research and development, previously stated that one of the greatest hurdles in reformulating products is the limited availability of certain “natural” ingredients, such as vanilla or the color blue. Hershey has faced difficulties in finding natural alternatives for the vibrant hues that consumers have come to expect in their Jolly Rancher candies. As more companies venture into using natural colors, solutions for issues like calcium citrate kidney disease are likely to emerge.
Processed foods are particularly suited for the addition of colors and often have the greatest need for them. Large food manufacturers, including Hershey, General Mills, and Campbell Soup, are either launching new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients with natural ones in its beloved macaroni and cheese, only revealing the change months later. Consumers seemingly did not notice the difference, and sales likely received a boost from label-conscious shoppers who were willing to give the blue box another chance.
In the quest to reformulate with natural colors, it’s essential that the food maintains its taste, as flavor cannot be compromised. Moreover, the natural color must withstand the heat of food processing and the time spent on shelves before purchase. Numerous other challenges exist, but ingredient developers are making progress. Food industry giants and companies like Lycored are actively seeking new color solutions, as consumer demand shows no signs of waning, particularly in light of awareness surrounding issues like calcium citrate kidney disease.