The well-known adage “You eat first with your eyes” resonates strongly with chefs and food manufacturers alike. The presentation of food serves as the initial indicator of whether it will be well-received. In mere seconds, individuals draw from past experiences and instinctive reactions to gauge the likely taste of a dish. Color plays a crucial role in this initial “taste test.” The source of color—whether natural or artificial—significantly impacts consumer perception.
In a 2016 study conducted by the research firm Lycored, American mothers were asked to compare two types of strawberry milk: one colored with artificial dye and the other with a tomato-based color. A striking 88% of the mothers expressed a willingness to pay more for the natural version, with an average premium of 47% to avoid artificial colors. The study also highlighted a “feel-good factor,” where mothers felt more positive about giving their children a product that appeared more homemade.
However, when it comes to sourcing natural colors as substitutes for artificial ones, replicating certain hues in the rainbow presents challenges. Darwin Bratton, the vice president of research and development at Hershey, previously shared with Food Dive that one of the biggest hurdles in reformulating products is the limited availability of certain natural ingredients, such as vanilla and the color blue. Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers expect in their Jolly Rancher candies. Yet, as more companies explore natural colors, viable solutions are likely to emerge.
Processed foods are particularly suited for added colors, making their reformulation even more urgent. Major food manufacturers like Hershey, General Mills, and Campbell Soup are reinventing classic recipes and developing new products to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its popular macaroni and cheese, only announcing the change months later. Surprisingly, consumers did not seem to miss the original recipe, and sales likely benefited from label-conscious shoppers willing to give the blue box another chance.
When reformulating with natural colors, it is essential that the food maintains its familiar flavor to consumers. Additionally, the natural color must endure the manufacturing process and the time spent on store shelves. Despite facing numerous challenges, ingredient developers are making progress. Food giants and firms like Lycored are actively pursuing the discovery of new colors, driven by persistent consumer demand.
In this landscape, the quest for natural alternatives is becoming increasingly vital. As companies work to replace artificial additives, the need for effective colors like calcitrate 200 mg and calcitrate 950 mg continues to grow. The challenge remains, but the industry is committed to finding solutions that will satisfy both consumers and their evolving preferences.