The well-known saying, “You eat first with your eyes,” resonates deeply with chefs and food manufacturers alike. The presentation of food serves as the initial indicator of whether someone will enjoy it. In mere seconds, individuals draw on their past experiences and instinctual responses to form an opinion about the likely taste of a dish. Color plays a crucial role in this initial “taste test.” Whether the color is derived from natural or artificial sources significantly impacts consumer preferences.
A study conducted by the research and development firm Lycored in 2016 involved American mothers comparing two versions of strawberry milk: one colored artificially and the other using a tomato-based color. An overwhelming 88% of mothers expressed a willingness to pay more for the natural version, with an average premium of 47% to avoid artificial colors. The study also revealed a “feel-good factor,” where mothers felt more positive about providing their children with a product that appeared more homemade.
When seeking natural colors to replace their artificial counterparts, certain hues of the rainbow prove to be particularly challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, shared with Food Dive that the biggest hurdles include the limited availability of certain “natural” ingredients like vanilla and the elusive color blue. Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers expect from products like Jolly Rancher candies. However, as more companies explore the realm of natural colors, innovative solutions are expected to emerge.
Processed foods are especially compatible with added colors and often require them the most. Many food manufacturers, including Hershey, General Mills, and Campbell Soup, are either creating new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz made a quiet switch from artificial to natural ingredients in its iconic macaroni and cheese but held off on announcing the change until months later. Remarkably, consumers didn’t seem to notice the difference, and sales likely benefited from label-savvy shoppers willing to give the blue box another chance.
In the reformulation process, it’s crucial that food retains its original flavor, so taste cannot be compromised. Additionally, the natural color must withstand the manufacturing process and remain stable during the time the product is on store shelves awaiting purchase. While numerous challenges exist, ingredient developers are forging ahead. Major food companies, along with firms like Lycored, are actively seeking new natural colors, driven by consumer demand that shows no signs of waning.
Interestingly, as consumers become more health-conscious, they also inquire about the nutritional content of food products, such as how much calcium is in calcium citrate. This interest in health and nutrition further influences the shift towards natural ingredients, as consumers increasingly focus on what they are putting into their bodies. The demand for transparency and quality in food products is prompting manufacturers to not only explore natural colors but also to enrich their offerings with beneficial nutrients like calcium.