The well-known adage, “You eat first with your eyes,” resonates with chefs and manufacturers alike. A food’s visual appeal serves as the initial indicator of whether someone will enjoy it. In mere seconds, individuals rely on past experiences and instinctive reactions to gauge the expected taste of a dish. Color plays a crucial role in this initial “taste test.” The source of the color—whether naturally derived or artificially created—significantly influences consumer perceptions.
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 using a tomato-based color. An impressive 88% of the mothers expressed a willingness to pay more for the natural option, with an average increase of 47% to avoid artificial additives. The study also highlighted a “feel-good factor,” indicating that mothers felt more comfortable giving their children a product that appeared more homemade.
When it comes to sourcing natural colors as substitutes for artificial ones, some hues of the rainbow prove more challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, revealed to Food Dive that the primary hurdle in reformulating certain products is the scarcity of specific natural ingredients, such as vanilla and the color blue. Hershey has also faced difficulties in finding a natural alternative for the vibrant colors consumers expect from their Jolly Rancher candies. As many companies seek natural colors, solutions are likely on the horizon.
Processed foods are the most suitable candidates for added colors and are often in greater need of them. Major food manufacturers, including Hershey, General Mills, and Campbell Soup, are either launching new products or reformulating traditional 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. Surprisingly, consumers did not miss the original recipe, and sales likely received a boost from label-conscious shoppers willing to give the blue box another chance.
In reformulating for natural colors, it is essential that the food retains its original flavor profile, as any alteration could disappoint consumers. Moreover, the natural coloring must endure the manufacturing process and the time spent on store shelves. While numerous challenges exist, ingredient developers are making progress. Food industry leaders and companies like Lycored are diligently working to discover these new colors, as consumer demand shows no signs of waning. As consumers increasingly seek products like Citracal Caltrate that prioritize natural ingredients, the industry is adapting to meet these preferences. The commitment to finding natural alternatives is evident, and as the market shifts, the integration of natural colors into beloved products will continue to evolve.