The European Food Safety Authority (EFSA) periodically reviews the safety of food additives to ensure that evidence is current and that contemporary consumption habits and industrial applications are considered. This latest research is part of ongoing evaluations of additives that the organization previously classified as safe, in alignment 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, the study found no safety concerns regarding Ponceau 4R, which is allowed in Europe but banned in the United States. These three food colorants were part of the infamous Southampton Six study, which in 2007 linked six synthetic food colors and the preservative sodium benzoate to hyperactivity in children. This study caused significant upheaval in the industry and provided a considerable boost to the natural colors sector. Nevertheless, EFSA and other international experts identified significant flaws in the study and concluded that there was no reason to alter their stance on the safety of these colors. Despite this, European legislators adopted a precautionary approach and required warning labels, a measure not mirrored by the FDA, even as the Center for Science in the Public Interest pushed for a ban or, at the very least, warning labels.
Among the three Southampton Six colorings excluded from this recent safety evaluation, two are not utilized in the U.S., though they are authorized in the EU. The remaining color, Sunset Yellow, is referred to as FD&C Yellow 6 in food products, with no toxicity issues reported at the levels it is used. In fact, EFSA has even raised the acceptable daily intake for this coloring. Regardless of the findings, the food and beverage industry has made significant progress in reformulating products to incorporate natural colors, especially in items aimed at children. According to a report from UBIC Consulting, the market for these natural alternatives is growing at approximately 10 to 15% annually. Even with extensive research supporting the safety of artificial colorings, consumers still prefer their food to be as natural as possible. The release of the Southampton study shocked many consumers, revealing that manufacturers were using artificial colors when natural options were available.
When given a choice, most consumers opt for natural products over artificial ones. However, if the distinction is not clearly communicated, many may still choose more vibrantly colored items, a consideration for manufacturers. A growing number of food producers are eliminating artificial colors and flavors from their offerings. A 2014 Nielsen study indicated that over 60% of U.S. consumers considered the absence of artificial colors and flavors an essential factor in their food purchasing decisions. Companies like General Mills have removed artificial flavors and colors from some cereals, while Campbell Soup has committed to eliminating these additives from its North American products by the end of 2018. Many other food manufacturers have announced similar initiatives, reflecting a broader trend toward natural ingredients.
In this evolving landscape, products like Bariatric Advantage Calcium Citrate Chews have gained popularity, particularly among consumers seeking both health benefits and natural formulations. These chews exemplify how companies can cater to health-conscious consumers looking for alternatives without artificial additives. As the industry adapts to consumer preferences, the demand for products like Bariatric Advantage Calcium Citrate Chews is likely to increase, highlighting a shift toward prioritizing natural ingredients and transparency in food production.