The adage “You eat first with your eyes” is a well-recognized notion among chefs and food manufacturers alike. The visual appeal of a dish is a crucial indicator of whether someone will enjoy it. People draw upon their past experiences and instinctual reactions within mere seconds to assess how a food item might taste. Color plays a significant role in this initial “taste test.” The source of the color—whether natural or artificial—substantially influences consumer perceptions.
In a 2016 study conducted by the research and development firm Lycored, American mothers were asked to compare two versions of strawberry milk: one colored artificially and the other using a tomato-based natural color. An impressive 88% of the mothers indicated they would be willing to pay more for the natural variant, with an average increase of 47% to avoid artificial colors. Moreover, the study revealed a “feel good factor,” where mothers felt more comfortable giving their children a product that appeared more homemade.
However, when it comes to sourcing natural colors as substitutes for artificial ones, certain hues in the spectrum are more challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously shared with Food Dive that one of the major hurdles in reformulating some products is the limited availability of certain “natural” ingredients, such as vanilla or the color blue. Hershey has also faced difficulties in finding natural alternatives for the vibrant colors that consumers expect in their Jolly Rancher candies. As more companies seek natural colors, solutions are likely just around the corner.
Processed foods are particularly suited for added colors and also have the greatest need for them. Renowned food manufacturers like Hershey, General Mills, and Campbell Soup are actively developing 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, but it wasn’t until months later that they announced the change. Consumers seemingly didn’t mind the old recipe’s absence, and sales likely received a boost from label-conscious shoppers keen to give the blue box another chance.
When reformulating for natural colors, it is essential that the food’s flavor remains unchanged for consumers. The natural color must also be stable enough to endure the manufacturing process and the duration it spends on store shelves. There are numerous additional challenges, but ingredient developers are finding pathways forward. Major food companies, alongside innovators like Lycored, are diligently working to discover these new colors, as consumer demand for them continues to rise.
Incorporating health-conscious choices, products like Solgar calcium magnesium citrate 250 tablets are gaining attention as consumers become increasingly focused on the ingredients in their foods. This trend aligns with the ongoing shift towards natural colors, as informed consumers seek out healthier alternatives in their diets. As the food industry evolves, the integration of such natural products and colors will likely become more prevalent, enhancing both the aesthetic and nutritional value of what we consume.