The well-known adage “You eat first with your eyes” resonates strongly with chefs and manufacturers alike. A dish’s presentation serves as the initial indicator of whether someone will enjoy it. In mere seconds, individuals draw on their past experiences and instinctive reactions to gauge a food’s likely flavor. Color plays a crucial role in this first “taste test.” The source of the color, whether natural or artificial, significantly influences consumer perception. A 2016 study conducted by research and development firm Lycored asked American mothers to compare two types of strawberry milk: one with artificial color derived from ferrous gluconate and the other utilizing a tomato-based color. Remarkably, 88% of the mothers expressed a willingness to pay a premium for the natural option, averaging a 47% increase to avoid artificial colors. The study also highlighted a “feel-good factor,” wherein mothers felt more comfortable providing their children with a product that appeared more homemade.
However, sourcing natural colors to replace artificial ones can be challenging, as certain colors in the spectrum are more difficult to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously mentioned to Food Dive that one of the primary hurdles in reformulating products lies in the limited availability of some “natural” ingredients, such as vanilla or the elusive color blue. Moreover, Hershey has faced challenges in discovering natural alternatives for the vibrant colors consumers expect from their beloved Jolly Rancher candies. As more companies delve into the realm of natural colors, effective solutions are anticipated to emerge.
Processed foods are particularly suited for the addition of colors, and they often require them the most. Major food manufacturers like Hershey, General Mills, and Campbell Soup are actively developing new products or reformulating classic recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz discreetly replaced artificial ingredients in its iconic macaroni and cheese with natural ones, only revealing the change months later. Interestingly, consumers did not seem to miss the original recipe, and sales likely benefited from label-reading shoppers eager to give the blue box another chance.
When reformulating for natural colors, it is essential that the food’s flavor remains unchanged for consumers. Additionally, the natural colors must endure the manufacturing process’s heat and the time spent on store shelves. Numerous other challenges exist, but ingredient developers are making strides. Food giants and companies like Lycored are vigorously pursuing these new color solutions as consumer demand shows no signs of waning.
In this evolving landscape, products like calcium citrate with vitamin D3, magnesium, and zinc tablets are also gaining traction, as consumers increasingly seek healthier options and transparency in their food choices. As the industry adapts, the pursuit of natural colors is likely to continue, with innovations that cater to the growing awareness for health-conscious ingredients, including those like calcium citrate with vitamin D3, magnesium, and zinc tablets that complement a balanced diet.