The adage “You eat first with your eyes” is widely recognized by both chefs and food manufacturers. The presentation of food is a crucial initial indicator of whether someone will enjoy it. In mere seconds, individuals rely on their past experiences and instinctual reactions to gauge the anticipated flavor of a dish. Color plays a pivotal role in this initial “taste test.” The source of the color—whether natural or artificial—significantly influences consumer perceptions. A 2016 study conducted by research and development firm Lycored examined how American mothers perceived two types of strawberry milk: one made with artificial coloring and the other using a tomato-based color. Remarkably, 88% of the mothers expressed a willingness to pay more for the natural version, with an average increase of 47% to avoid artificial colors. The research also highlighted a “feel good factor,” as the mothers felt more comfortable providing their children with a product that appeared more homemade.
Finding natural alternatives to replace artificial colors can be challenging, particularly for certain hues in the spectrum. Darwin Bratton, Hershey’s Vice President of Research and Development, previously mentioned to Food Dive that a significant hurdle in reformulating some products is the limited availability of specific “natural” ingredients, such as vanilla or the color blue. Hershey has faced difficulties in sourcing natural substitutes for the vibrant colors that consumers expect in their Jolly Rancher candies. Nevertheless, as more companies seek out natural color solutions, progress is being made.
Processed foods are often the most compatible with added colors, as well as the most reliant on them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are developing new products or reformulating traditional recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural ones in its famous macaroni and cheese but didn’t announce this alteration until months later. Consumers reportedly did not miss the original recipe, and sales likely surged due to label-conscious shoppers who were open to trying the updated version.
When reformulating for natural colors, it’s crucial that the food maintains the same taste for consumers, so flavor cannot be compromised. Additionally, the natural colors must endure the heat of food production and the time spent on store shelves. There are numerous other challenges to consider, but ingredient developers are making strides. Major food corporations and firms like Lycored are actively seeking out these new color options, as consumer demand for natural ingredients continues to rise. This trend mirrors the growing interest in products like liquid calcium citrate supplements, which emphasize natural and healthier alternatives. As the market evolves, the pursuit for natural color solutions is unlikely to wane, just as the demand for beneficial supplements remains strong.