Asia-Pacific consumers seek intense bright colors but demand natural ingredients, flags GNT

18 Aug 2023 --- GNT is targeting the Asia-Pacific market by showcasing its range of Exberry colors at Fi Asia Thailand 2023, in Bangkok next month (September 20-22). The company will demonstrate how its color portfolio made from edible fruits, vegetables and plants, can create natural and vibrant food and drink products that appeal to consumers from this region who are looking for vibrant shades without artificial ingredients.

“We’re looking forward to talking to customers old and new about how our portfolio of plant-based Exberry colors can help them meet modern consumer preferences for natural, plant-based and sustainable ingredients,” Victor Foo, general manager at GNT Singapore, tells Food Ingredients First.

“We’ll be showcasing a variety of bakery, confectionery and savory products colored with Exberry. We’ll also have giveaways for visitors, including both alcoholic and non-alcoholic beers with exciting colors and a range of innovative ice cream concepts.”

According to GNT, two-thirds of Asia-Pacific consumers say they like food with intense and bright colors, while 77% say it is “important” that products do not contain artificial colors.

Increased demand for natural colors
GNT creates Exberry colors from edible fruits, vegetables and plants using physical processing methods such as chopping and boiling.

GNT creates Exberry colors from fruits, vegetables and plants using physical processing methods such as chopping and boiling.“The demand for coloring foods in the Asia-Pacific region has been growing strongly as consumers become increasingly conscious about using artificial ingredients. They want products that not only look good but are good for their bodies,” Foo highlights. 

“We’re committed to creating truly natural coloring solutions and don’t use any artificial preservatives in our coloring foods. This means the shelf life of our liquid-based colors tend to be around nine months to a year, if stored in a regular fridge.”

“In the Asia-Pacific region, where it’s hot and humid, we can also provide powders. They’re suitable for storage at ambient temperatures and can be shipped at a lower cost than liquids,” he notes.

According to Foo, in Asia, coloring foods are most commonly used in beverages and confectionery. They can deliver a spectrum of vibrant shades in almost any type of food and drink. They’re used successfully in categories including dairy, baked goods, snacks and plant-based products.

“We know the challenges manufacturers face when switching to plant-based colors in a new application.”

“There can be a wide variety of technical factors that can influence color performance, including pH, heating requirements, vitamin and mineral content and fat content. That’s why we don’t just deliver our coloring foods in cans and boxes. We offer a full-service package with the support of application experts who can assist throughout the transition process, providing individualized support every step of the way.”

Meanwhile, last week, representatives from ADM, GNT, Givaudan and Sensient Food Colors told Food Ingredients First that natural colors are becoming more popular as consumers look for products that are free from artificial and synthetic ingredients. However, they told us that natural colors must also meet high quality, stability and sustainability standards.According to Foo, today’s consumers are very knowledgeable and the call for natural coloring ingredients with more transparent on-pack information is getting louder.

Targeting a diverse and vast market
According to Foo, today’s consumers are very knowledgeable and the call for natural coloring ingredients with more transparent on-pack information is getting louder and louder. 

“Several Asian countries have responded to this and recognize coloring foods as a separate category from other natural colors,” he explains.

“China and India, for example, have introduced regulations similar to those in the EU, meaning coloring foods qualify for completely clean and clear labels. This makes it easy for shoppers to understand exactly where the color has come from. They might be included on the ingredient list as something like ‘paprika and carrot concentrates.’”

Moreover, the amount of countries and regulations in Asia poses a notable challenge.

“We still face a challenge in some countries around the way coloring foods are classified, though. If they’re considered additive colors, it is harder to communicate how the product has been colored. In these areas, we try to find out how we can change the way coloring foods are classified so it’s possible to provide more transparency about the ingredients. It’s important that shoppers understand exactly what they’re buying,” Foo underscores.

By Marc Cervera