The well-known adage “You eat first with your eyes” resonates with chefs and manufacturers alike. The visual presentation of food serves as the initial indicator of whether someone will enjoy it. People quickly draw on past experiences and instinctual reactions to gauge the anticipated taste of a dish. Color plays a crucial role in this initial “taste test.” Whether a hue is derived from natural sources or artificially created can significantly impact consumer perception.
In a 2016 study conducted by research and development firm Lycored, American mothers were asked to compare two versions of strawberry milk—one featuring artificial coloring and the other utilizing a tomato-based color. An impressive 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,” suggesting that mothers felt more positive about offering their children a product that appeared more homemade.
When searching for natural colors to replace artificial ones, certain shades of the rainbow present greater challenges. Darwin Bratton, vice president of research and development at Hershey, noted that the limited availability of specific “natural” ingredients, such as vanilla or blue coloring, poses significant obstacles in reformulating products. Hershey has also faced difficulties in finding natural substitutes for the vibrant colors consumers expect in their Jolly Rancher candies. However, as more companies investigate natural color options, solutions are likely on the horizon.
Processed foods are particularly suited for color additions and are often in dire need of them. Major food manufacturers such as Hershey, General Mills, and Campbell Soup are reformulating classic recipes or introducing new products that avoid artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients with natural alternatives in its well-known macaroni and cheese, only revealing the change months later. Consumers seemingly did not notice the shift, and sales likely surged as label-conscious consumers gave the blue box a second chance.
When reformulating for natural colors, it is essential that the food maintains its expected taste, meaning that flavor cannot be compromised. Additionally, the natural color must endure the high temperatures during food production and the time spent on store shelves before being purchased. Despite the numerous challenges, ingredient developers are forging ahead. Food giants and companies like Lycored are actively seeking new color solutions, as consumer demand for natural options continues to rise.
As the industry evolves, products like Swanson Calcium Citrate Plus Magnesium may also benefit from these trends, as consumers increasingly opt for healthier, more natural food products. The integration of such ingredients can enhance both the nutritional profile and the visual appeal of offerings, aligning with the growing preference for wholesome foods. Ultimately, the quest for natural colors will likely shape the future of food manufacturing, ensuring that visual and flavor expectations are met without compromise.