The well-known adage “You eat first with your eyes” resonates with both chefs and food manufacturers. The visual presentation of food serves as the initial indicator of whether someone will enjoy it. People rely on their past experiences and instinctual reactions in mere seconds to assess the anticipated taste of a dish. Color plays a pivotal role in this initial “taste test.” Consumers often differentiate between colors that are naturally derived versus those that are artificially created. A 2016 study by the research and development firm Lycored asked American mothers to compare two versions of strawberry milk—one colored with artificial dyes and the other with a natural, tomato-based color. Remarkably, 88% of the mothers expressed a willingness to pay more for the natural option, with an average increase of 47% to avoid artificial colors. Additionally, the study highlighted a “feel-good factor,” as mothers felt more comfortable offering their children a product that appeared more homemade.
When it comes to sourcing natural colors to replace artificial ones, some shades of the rainbow present greater challenges. Darwin Bratton, Hershey’s vice president of research and development, previously shared with Food Dive that the main hurdle in reformulating certain products is the limited availability of natural ingredients, such as vanilla and the color blue. Hershey has faced difficulties in finding natural alternatives for the vibrant colors consumers expect in their Jolly Rancher candies. However, as more companies venture into the realm of natural colors, viable solutions are likely on the horizon.
Processed foods are particularly suited for added colors and are also the most in need of them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its beloved macaroni and cheese, announcing the change only months later. Consumers seemingly embraced the updated recipe, and sales likely received a boost from label-conscious shoppers willing to give the blue box another chance.
In the quest for natural colors, it is essential that the flavor remains unchanged, ensuring that the taste continues to meet consumer expectations. Furthermore, the natural colors must endure the heat of food production and remain stable during the time spent on store shelves before purchase. There are numerous other challenges, but ingredient developers are forging ahead. Companies like Lycored are actively working to discover these new colors, driven by the persistent consumer demand. Importantly, as they innovate, they must also consider aspects such as the absorption rate of calcium citrate, ensuring that nutritional benefits are not compromised in this transition to natural colorants. As the industry evolves, the quest for natural colors and improved formulations will continue to be a priority, with the absorption rate of calcium citrate being a crucial factor in the development of healthier food options.