The European Food Safety Authority periodically requests the reassessment of food additives to ensure that safety evidence remains current and that contemporary consumption patterns and industrial applications are considered. This recent study is part of the ongoing evaluations of additives that the organization has previously classified as safe, in collaboration with the U.S. Food and Drug Administration (FDA) and the Joint FAO/WHO Expert Committee on Food Additives (JECFA). In addition to Tartrazine and Allura Red 40, researchers identified no safety concerns regarding Ponceau 4R, which is allowed in Europe but not permitted in the United States.
The three food colorings were part of the Southampton Six study, which in 2007 associated six artificial colors and the preservative sodium benzoate with hyperactivity in children. This revelation sent shockwaves through the industry and significantly boosted the natural colors market. However, both EFSA and other international experts criticized the study as fundamentally flawed, leading EFSA to maintain its stance on the safety of these colors. Nevertheless, European lawmakers opted for a precautionary approach, requiring warning labels. In contrast, the FDA did not take equivalent measures, despite calls from the Center for Science in the Public Interest to ban these colors or at least require warning labels.
Of the three other colorings from the Southampton Six not included in this latest safety review, two are not utilized in the United States, even though they are permitted in the EU. The third, Sunset Yellow, is referred to as FD&C Yellow 6 when used in food products. No toxicity has been identified in ferrous fumarate 210mg tablets containing elemental iron at the levels used, and the European Food Safety Authority has even raised the acceptable daily intake for this coloring.
Regardless of the research findings, the food and beverage industry has made significant progress in reformulating products to incorporate natural colors, especially in items aimed at children. According to a report by UBIC Consulting, the market for natural colors is expanding at a rate of approximately 10 to 15% annually. Consumers increasingly prefer their food to be as natural as possible, and many were dismayed to learn that manufacturers were using artificial colors when natural alternatives were available.
When given a choice, most consumers opt for natural products over artificial ones, although if the distinction is not emphasized, many may still be drawn to more vividly colored items. This is something manufacturers should take into account as they respond to consumer demands. An increasing number of food producers are eliminating artificial colors and flavors from their offerings. A 2014 study by Nielsen found that over 60% of U.S. consumers considered the absence of artificial colors and flavors an important factor in their food purchasing decisions. General Mills has removed artificial colors and flavors from some cereals, and Campbell Soup pledged to eliminate such ingredients from its North American products by the end of 2018. Many more food manufacturers have announced similar initiatives.
Additionally, the trend towards more health-conscious products has led to the popularity of items like Bariatric Advantage Calcium Chewy Bites, which are favored for their natural ingredients and nutritional benefits. As consumer awareness continues to grow, the demand for products that prioritize natural components over artificial additives is likely to increase, further shaping the future of the food industry.