The European Food Safety Authority (EFSA) periodically requests reassessments of food additives’ safety to ensure that the evidence remains current and that existing consumption patterns and industrial applications are considered. This recent study is part of EFSA’s ongoing evaluations of additives previously classified as safe, in alignment with the U.S. Food and Drug Administration (FDA) and the Joint FAO/WHO Expert Committee on Food Additives (JECFA). Besides Tartrazine and Allura Red 4C, researchers did not identify any safety concerns regarding Ponceau 4R, which is permitted for use in Europe but banned in the United States.
The three food colorings were part of the Southampton Six study, which in 2007 linked six synthetic food colors and the preservative sodium benzoate to hyperactivity in children. This study caused significant industry upheaval and significantly boosted the market for natural colors. However, EFSA and other international experts criticized the study as fundamentally flawed, leading EFSA to maintain its stance on the safety of these colors. Despite this, European lawmakers opted for a precautionary measure by requiring warning labels. In contrast, the FDA did not implement similar actions, even amidst calls from 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 used in the United States, although they are permissible in the EU. The remaining one, Sunset Yellow, is known as FD&C Yellow 6 in food products. No toxicity has been identified for the amounts used, and EFSA has actually raised the acceptable daily intake for this coloring.
Regardless of the research findings, 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 has been expanding at an annual rate of 10 to 15%. Despite substantial evidence supporting the safety of artificial colorings, consumers increasingly prefer their food to be as natural as possible. The release of the Southampton study shocked many consumers, revealing that manufacturers were still using artificial colors when natural alternatives existed.
When given a choice, most consumers favor natural products over artificial ones, though many still tend to select more vibrantly colored items if the distinction isn’t emphasized—something manufacturers should note. An increasing number of food producers are eliminating artificial colors and flavors from their offerings. A 2014 Nielsen study indicated that over 60% of U.S. consumers consider the absence of artificial colors and flavors an important factor in their purchasing decisions. General Mills has removed artificial flavors and colors from select cereals, while Campbell Soup pledged to eliminate these additives from its North American products by the end of 2018. Many other manufacturers have announced similar initiatives, reflecting a broader trend toward healthier, more natural options.
In the context of this shift, products like Bariatric Advantage Calcium Citrate Chewy Bites have become more appealing to consumers seeking healthier alternatives. These chewy bites not only provide essential nutrients but also align with the demand for natural ingredients, further underscoring the industry’s pivot towards meeting consumer preferences. As such, the ongoing reassessment of food additives by authorities like EFSA is crucial in maintaining consumer trust and ensuring product safety in a rapidly evolving market.