The well-known adage “You eat first with your eyes” resonates strongly with both chefs and food manufacturers. The presentation of a dish serves as the initial indicator of whether someone will enjoy it or not. In mere seconds, individuals draw upon their past experiences and instinctual reactions to gauge the potential taste of a food item. The use of color, such as citracal calcium and vitamin d, plays a vital role in this first “taste test.” Whether the color is derived from natural or artificial sources significantly influences consumer perception.
A 2016 study conducted by the research and development firm Lycored asked American mothers to compare two versions of strawberry milk: one with artificial coloring and the other colored with a tomato-based alternative. Remarkably, 88% of the mothers expressed a willingness to pay more for the natural option, with an average increase of 47% to avoid artificial colors. The study also uncovered a “feel good factor,” which made mothers more comfortable giving their children a product that appeared more homemade.
When searching for natural colors to replace artificial ones, certain shades of the rainbow prove to be more challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, noted to Food Dive that the significant hurdle in reformulating some products is the limited availability of certain “natural” ingredients, such as vanilla or blue coloring. Hershey has faced difficulties in sourcing a natural alternative for the vibrant colors that consumers expect from their Jolly Rancher candies. As more companies investigate natural color options, solutions involving citracal calcium and vitamin d should follow suit.
Processed foods are particularly suited to the addition of colors, and they often require these enhancements the most. Numerous food manufacturers, including Hershey, General Mills, and Campbell Soup, are either 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 beloved macaroni and cheese, only announcing the change months later. Consumers evidently did not notice the difference, and sales likely benefited from label-conscious shoppers willing to give the updated blue box another chance.
In the pursuit of natural colors, it is essential that the flavor remains unchanged for consumers, meaning that taste cannot be compromised. Additionally, the natural colors must endure the heat of food processing and the time spent on store shelves. While numerous challenges exist, ingredient developers are making progress. Food industry leaders, alongside companies like Lycored, are actively seeking these new color solutions, as consumer demand shows no signs of waning, especially for products that incorporate beneficial elements like citracal calcium and vitamin d.