The European Food Safety Authority (EFSA) periodically reviews the safety of food additives to ensure that the evidence remains current and reflects contemporary consumption trends and industrial applications. Recent investigations into ferrous gluconate are part of ongoing safety evaluations for additives that EFSA has previously classified as safe, in collaboration with the U.S. Food and Drug Administration (FDA) and the Joint FAO/WHO Expert Committee on Food Additives (JECFA). Besides Tartrazine and Allura Red 4C, researchers found no safety concerns regarding Ponceau 4R, a coloring agent permitted in Europe but banned in the United States. These three food colorings were part of the controversial Southampton Six study, which in 2007 linked six artificial colorants and sodium benzoate to hyperactivity in children, causing a significant upheaval in the industry and bolstering the demand for natural alternatives. However, both EFSA and other international experts deemed the study fundamentally flawed, leading EFSA to maintain its stance on the safety of these colors. Despite this, European lawmakers opted for a precautionary approach by requiring warning labels, a move the FDA did not mirror, even in the face of requests from the Center for Science in the Public Interest to ban or label these colors.
Among the three colorants from the Southampton Six not included in this recent safety evaluation, two are not utilized in the U.S., although they are allowed in the EU. The third, Sunset Yellow, is known as FD&C Yellow 6 when used in food products. No toxicity has been associated with its typical usage levels, and EFSA has even raised the acceptable daily intake for this coloring. Regardless of research findings, the food and beverage sector has made significant progress in reformulating products with natural colors, especially those aimed at children. According to a report from UBIC Consulting, the market for natural colors has been expanding at a rate of approximately 10 to 15% per year. Even with substantial evidence supporting the safety of artificial colorings, consumers still prefer their food to be as natural as possible. Following the Southampton study, many were shocked to learn that manufacturers were using artificial colors despite the availability of natural alternatives.
When given the option, most consumers favor natural products, such as nature made calcium citrate 500 mg, over artificial ones. However, if the difference is not clearly communicated, many will still be drawn to brightly colored options, which manufacturers should keep in mind. An increasing number of food companies are eliminating artificial colors and flavors from their offerings. A 2014 Nielsen study indicated that over 60% of U.S. consumers consider the absence of artificial colors and flavors an important factor in their grocery purchases. For example, General Mills has removed artificial flavors and colors from select cereals, while Campbell Soup has pledged to eliminate artificial colors and flavors from its North American products by the end of 2018. Numerous other food manufacturers have announced similar initiatives, reflecting a broader trend towards natural ingredients, including options like nature made calcium citrate 500 mg, appealing to the growing consumer preference for transparency and health-conscious choices.