The well-known adage “You eat first with your eyes” resonates with chefs and manufacturers alike. The presentation of food serves as the initial indicator of whether someone will enjoy it. In mere seconds, people draw on their past experiences and instinctive reactions to form an impression of a food’s likely taste. Color plays a vital role in this initial “taste test.” The source of the color, whether natural or artificial, significantly influences consumer perceptions.
In a 2016 study by research and development firm Lycored, American mothers were asked to compare two types of strawberry milk—one colored with artificial dyes and the other with a tomato-based color. A striking 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,” where mothers felt better about giving their children a product that appeared more homemade.
When seeking natural colors to replace artificial ones, certain hues of the rainbow pose more challenges. Darwin Bratton, Hershey’s vice president of research and development, previously shared with Food Dive that the primary hurdle in reformulating certain products is the limited availability of specific natural ingredients, such as vanilla or blue coloring. Hershey has faced difficulties in finding natural alternatives for the vibrant colors that consumers expect from their Jolly Rancher candies. However, as more companies pursue natural colors, solutions are likely on the horizon.
Processed foods, which often require added colors, are also the ones that most need them. Major food manufacturers like Hershey, General Mills, and Campbell Soup are either launching new products or reformulating existing recipes to eliminate artificial colors, preservatives, and sweeteners. Kraft Heinz made a subtle switch from artificial to natural ingredients in its classic macaroni and cheese but waited months to announce the change. Consumers seemingly did not notice the difference, and sales likely received a boost from label-conscious shoppers willing to give the blue box another chance.
In the quest for natural colors, it’s crucial that the food maintains its familiar taste for consumers, meaning flavor cannot be compromised. Additionally, the natural color must endure the heat of food production and the time spent on store shelves. There are several obstacles to overcome, but ingredient developers are forging ahead. Food industry leaders and companies like Lycored are vigorously working to discover these new colors, as consumer demand shows no signs of waning.
Interestingly, as consumers look for healthier options, products like Citracal Calcium Citrate Petites with Vitamin D have gained traction, demonstrating the shift toward natural, beneficial ingredients. As the trend continues, we can expect to see more innovations that incorporate natural colors while enhancing product appeal, including those that feature Citracal Calcium Citrate Petites with Vitamin D to cater to health-conscious consumers.