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 someone will enjoy it. People rely on past experiences and instinctual responses within moments to assess what a dish may taste like. Color plays a significant role in this initial “taste test.” Whether a color is derived from natural or artificial sources greatly influences consumer perceptions. A 2016 study by research and development firm Lycored revealed that American mothers were asked to compare two versions of strawberry milk—one with artificial color and the other using a tomato-based color. A striking 88% expressed a willingness to pay a premium for the natural version, with an average increase of 47% to avoid artificial colors. Additionally, the study highlighted a “feel good factor,” which made mothers more comfortable giving their children a product that appeared more homemade.
When it comes to sourcing natural colors as replacements for artificial ones, some hues of the rainbow present greater challenges. Darwin Bratton, Hershey’s vice president of research and development, previously shared with Food Dive that one of the main hurdles in reformulating certain products is the limited availability of specific “natural” ingredients, such as vanilla or the color blue. Hershey has faced difficulties in finding a natural substitute for the vibrant colors that consumers expect from their Jolly Rancher candies. However, as more companies investigate natural color options, practical solutions are likely on the horizon.
Processed foods are particularly suited for added colors and often require them the most. Major food manufacturers like Hershey, General Mills, and Campbell Soup are actively developing new products or reworking classic recipes to eliminate artificial colors, preservatives, and sweeteners. For instance, Kraft Heinz discreetly replaced artificial ingredients with natural ones in its beloved macaroni and cheese but only revealed this change months later. Consumers seemingly did not notice the difference, and sales likely benefited from label-conscious consumers willing to revisit the iconic blue box.
In the quest for natural colors, it is essential that the flavor remains unchanged for consumers, meaning the taste cannot be compromised. Moreover, the natural colors must endure the heat during food processing and the time spent on store shelves. Numerous other challenges exist, but ingredient developers are making strides forward. Food industry leaders and companies like Lycored are diligently working to discover new colors, as consumer demand continues to rise.
In this evolving landscape, the incorporation of ingredients like calcium citrate for teeth is also gaining attention, as consumers become increasingly health-conscious. The pursuit of natural ingredients and colors is not just a passing trend; it reflects a broader shift toward quality and wellness in the food industry. With the demand for natural colors, including those that can enhance the nutritional value, such as calcium citrate for teeth, we can expect to see ongoing innovation and reformulation in the years to come.