07 Dec 2022 — The F&B industry continues to look for different colors that come from natural sources and can remain stable in different forming conditions. In particular, shades derived from plant sources, such as blues and reds, command attention and colors that support sustainable supply chains are also in high demand.
Meanwhile, suppliers highlight how tightening regulations and food labeling guidelines are expanding coloring solutions.
Talked to First Food IngredientsNathalie Pauleau, global product manager for Natural Colors at Givaudan, says that natural colors have already attracted the general public, and organic growth in traditional categories is likely to continue.
“We expect to see demand for natural colors increase along with non-traditional food categories that address consumer demand for conscious indulgence. New categories and trends such as food-based in the plant 
Vibrant orange colors are considered uplifting.and beverages, functional food products, personalized nutrition, nootropics and mood food offer great opportunities for the use of natural color solutions,” he continued.
Feelings of positivity
In addition, these new food experiences offer both multisensory experiments and a positive relationship with nature, flags Pauleau.
Vibrant orange is also driving volume for its emotional appeal in lifting spirits, as well as its link to citrus and tropical fruits, according to Kelly Newsome, senior marketing manager, Colors, ADM.
“Orange continues to capture the attention of shoppers, as health remains top of mind, and consumers tend to link citrus with vitamin C. Brighter orange colors, such as mandarin or tangerine, brings this color to the new year,” he said. .
The shift in consumer sentiment toward optimism also leaves room for lighter colors like lavender. In addition to inducing feelings of positivity, lavender also connects to a sense of relaxation, which is important to consumers as they consider their overall well-being, emphasizes Newsome. “Similarly, warm, neutral shades paired with vanilla also have staying power, as they help consumers feel more mellow and calm.”
From vibrant colors to calming shades, ADM technology supports the constant innovation required from food and beverage brands to stay ahead of changing trends, stated Newsome. “As we look to 2023, new solutions will come on the horizon to continue to elevate foods and beverages with attractive, bright colors and attractive visual displays,” he promised.
The real blues takes center stage
According to ADM, blue colors match consumers’ desires for discovery and surprise, and they pop up in limited-edition products and fantasy-like flavors.
“They’re also tied to a top global trend we’ve identified for 2023: experiential dining,” Newsome added. “Research shows that 66% of global consumers find new and experimental colors fun and exciting, and 48% say they are willing to pay a premium for products with these colors. color. We expect that 2023 will bring a lot more bright and bold blue colors, among other saturated shades.”
“In particular, our naturally derived blue, which is stable in low pH systems, continues to be a game changer in the industry.”
Consumers want ingredients they trust and those they associate with are better for the environment.
This patented acid-, light- and heat-stable color, developed from the Amazonian huito fruit, is not only blues but also a variety of purples, greens and browns. For beverage applications, in particular, the naturally derived blue of ADM makes it possible to achieve a true blue color that is stable in low pH systems and in different pH systems, including neutrals. Newsome says this enables it to maintain the same shade of blue at most pH levels in food and drink.
Meanwhile, Givaudan’s Pauleau also responds to the rise of natural blues. “We are very excited about our Galdieria Blue component – an Acid Stable Blue will be launched at the end of next year. This will finally give developers a natural blue option, plus green and purple combinations, for low pH drinks and confections,” he explained.
“We can offer a complete palette of blues, from our high-performance Vegebrite Ultimate Spirulina for neutral pH applications to our Acid Stable Galdieria Blue for low pH applications, allowing the food industry to consumers will be surprised with new natural shades.”
Meanwhile, Newsome shared that manufacturers should also pay attention to the taste profiles and trends and how they affect the demand for new color solutions.
“For example, purple yam and dragon fruit have entered the consumer consciousness, especially as consumers are increasingly looking to try interesting flavor profiles. These ‘buzz-worthy’ flavors are driving the appeal for clear shades, which manufacturers can create using our extensive component portfolio and capabilities.
Loud and proud colors
ADM believes the new year will bring “more attention to freedom of expression,” which will influence the colors and corresponding flavors consumers are drawn to.
“As noted in our recently unveiled 2023 Flavor and Color Outlook report, people are looking for ways to express themselves through play, discovery and excitement,” Newsome explained. He noted that strong and bright pinks will obviously show themselves in excess of baked goods, desserts, snacks, sauces and various drinks.
“Globally, 56% of consumers say they prefer food with bright and intense colors. We also see saturated shades of blue, teal, purple, and orange holding the categories.”
Recently acquired by Givaudan, DDW has developed a sustainable natural red color, Amaize Red.
Using conventional breeding methods, the innovation team worked with farmers to create a variety of purple corn whose color is concentrated on the outside of the kernels, allowing it to be slowly removed with water.
Corn kernels remain intact when the color has been fully obtained and can be sold to farmers for animal feed to reduce waste, Pauleau details.
In the meantime, he said there are still no viable options for a kosher heat stable red.
“Developing blends and looking at new sources to meet this need is high on our priority list for customers.”
Tightening global regulations
Today’s consumers are increasingly checking product labels for ingredients they consider “closer to nature,” helping to satisfy their desire for more transparency in their F&B purchases.
Bright pinks will be featured in baked goods, desserts, snacks, and various beverages, says ADM.ADM’s Newsome says consumers want ingredients they recognize and trust, in addition to those they associate with being better for the environment.
“Ingredients obtained from natural sources check these boxes, so 76% of consumers in the world say it is important that food and drink products do not contain artificial colors. “
Regulating government bodies also put pressure on brands to find new color solutions.
For example, titanium dioxide (TiO2) has been studied extensively.
After EU regulators recently deemed the European Commission’s decision to ban TiO2 a “manifest error” in assessment, the status of TiO2 is being questioned. However, the industry has shied away from color for a long time.
According to Newsome, ADM’s PearlEdge portfolio of bright white solutions is derived from natural sources, including native corn starch, and is an excellent substitute for TiO2 across the F&B categories.
“Our PearlEdge line also has the added benefits of building uniformity and opacity in beverages, as well as creating an even coating on panned confections and glossy surfaces on hard candies,” he added.
In addition, Pauleau of Givaudan says that specifically in Europe, food coloring is not considered additives and is mainly used in formulations.
“The colors come from recognized foods that are lightly processed to maintain their characteristics. This form of clean labeling is very desirable for consumers and therefore widely sought after by manufacturers.”
Pauleau concludes that Givaudan’s Vegebrite line of food coloring addresses the need for the simplest labeling options.
By Elizabeth Green
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