Clean colors in F&B inspire creativity as playful hues gather speed on social media

01 Nov 2023 --- Demand for colors derived from natural sources is growing globally. This comes at a time when consumers want to see ingredients on product labels that they deem as being “closer to nature.” Demand for naturality has also recently evolved as there is increased scrutiny on specific color sources, such as titanium dioxide (TiO2), Red No. 40 and Red No. 3, with enforcements coming to the fore in the not-so-distant future.

Food Ingredients First takes a look at the F&B colors space and explores which key ingredients are paving the way for color creativity. 

According to Maartje Hendrickx, market development manager at GNT Group, consumers are becoming much more conscious about artificial and heavily processed ingredients. “They increasingly take the time to look at the label and check if items are natural, safe and healthy,” she says.

“At the same time, the color of foods and beverages remains crucial to success. Consumers can’t taste a product in the supermarket, but they can see it, so appearance plays a fundamental role in setting those all-important first impressions.”

Consumers want to know where the ingredients come from and whether they’re sustainable, says GNT. (Credit: GNT)Kelly Newsome, senior global marketing manager of colors at ADM, says that 75% and 73% of consumers across North America and EMEA, respectively, agree/strongly agree with the statement that: “it is important that food and drink products do not contain artificial colors.” 

“Consumers tend to view these ingredients as familiar, supporting their desire to feel confident in the products they purchase,” she notes. 

Colors and clean labels
While colors derived from natural sources are important to meeting increasing clean label demands, Newsome cites research that shows that 63% and 56% of North American and EMEA consumers, respectively, are “not willing to sacrifice the appearance, taste and cost of a product to ensure it does not contain artificial colors.”

Finding the balance between leveraging colors derived from natural sources and making a visual impact can take time to achieve, she comments. 

Naturally derived color solutions can present unique formulation hurdles, and it can be challenging to create bold shades that can withstand various processing conditions. 

For Hendrickx at GNT, using clean label colors is “more important than ever.”

“Our Exberry Coloring Foods come from edible fruits, vegetables and plants using physical processing methods like chopping and boiling. They’re classed as food ingredients rather than additives under EU regulations, so they support straightforward label declarations such as ‘carrot and radish concentrate.’”

“This [labeling] can provide consumers with instant reassurance that the colors are natural and safe,” she observes. 

Honing in on alternatives 
The need for natural colors has evolved amid greater scrutiny of specific color sources, such as TiO2, Red No. 40 and Red No. 3, as previously reported by Food Ingredients First. 

“Manufacturers are looking to colors derived from natural sources to help meet consumers’ desires for trustworthy ingredients, ultimately supporting clean label targets,” explains Newsome.

“For instance, popular alternatives to TiO2 include calcium carbonate and calcium phosphate, but they also have formulation drawbacks, such as high usage rate and negatively affecting texture.”

Another example is anthocyanins in fruit and vegetable juices, she notes. “They can help create a spectrum of red shades, from raspberry pink to ruby red, but they are most stable in pH systems below 4.5, which eliminates its usage in F&B products with higher pH levels.”

Stable color solutions derived from natural sources that can stay true through tough processing conditions are paving the way for color creativity that also meets clean label demands. 

For example, ADM’s PearlEdge line of proprietary white solutions is an “excellent alternative to TiO2,” flags Newsome.

Each solution within the portfolio can fit specific formulation needs to elevate visual appeal, build uniformity and deliver brilliance while keeping clean label targets top of mind, she states.

“The full portfolio includes powdered and liquid emulsion forms, providing precision and flexibility in formulating for candies, icings, beverages, sauces, dairy and dairy alternatives, meat alternatives and more.”ADM’s blue pigment technology is commercially available in North America and parts of the Middle East and Eurasia.

Additionally, the company supports manufacturers in finding alternative solutions to Red No. 40 and Red No. 3 that are stable in various processing conditions and meet both clean label and sensory expectations. “Specifically, our black carrot and red beet-derived color solutions deliver on a range of red hues, from true red to reddish-pink, deep red and red violet, creating captivating beverages, yogurts, sauces and more,” Newsome outlines. 

True blue 
According to the company, ADM’s blue is also filling an important gap in the industry, supplying a unique blue pigment derived from nature. 

“Through our relationship with harvesters of the Amazonian huito fruit, we exclusively produce this market-leading fruit juice blue, which is acid-, light- and heat-stable,” underscores Newsome. 

“We recently expanded upon our patented stable blue color solutions, supporting improved color stability and producing a consistent, true blue across pH systems, including low to neutral pH levels. In addition to capturing the elusive ‘natural blue,’ our fruit juice blue also helps build a range of purple, green and brown shades, enabling more opportunities for color creativity and innovation.”

Meanwhile, GNT says possibilities within plant-based colors are expanding. For example, the company began using spirulina to create clean label blues in the 1990s. Still, its sensitivity to heat and acid meant it wasn’t possible to use it in pasteurized, acidified beverages until recently. 

“We’ve now launched our patented Exberry Blue Beverage Solution technology, which allows manufacturers to achieve turquoise, navy blue, violet and green hues while maintaining clean labels,” explains Hendrickx, adding that it is suitable for applications including sports, energy and carbonated drinks, juice drinks, enhanced waters and alcoholic beverages below 20% ABV.

Social media frenzy 
Viral social media posts contribute largely to offline exploration, with novel products becoming mainstream staples in an instant. 

For ADM, a great example of this is the explosion of pistachio, with both its lighter green hue and flavor profile making its way into snack bars, frozen treats, cocktails and more.

Newsome tells us that #Duping or #dupe has also taken over TikTok, Instagram and other social media platforms, moving from the personal care market to the F&B space as consumers seek more budget-friendly versions of their favorite products. 

“There has been a 234% increase in daily Google searches for ‘dupe’ over the past five years,” she claims. “TikTok and Instagram users also have used the hashtag to find re-inventions of nostalgic products and flavors, such as after-school snacks or juice box flavors.”

Earlier this week, Food Ingredients First reported that limited-edition and seasonal confectionery lines are winning over consumers seeking novelty and nostalgia. 

Meanwhile, colors and flavors help replicate these authentic experiences and memories. “In addition to pistachio, we will see more hues of pink power, magical marigold and playful blue, along with cucumber, melon and grapefruit flavors that aid in bringing together experiences authentic to consumers’ memories.”

Newsome also observes that social media helps break through what may have once been perceived as “unconventional,” challenging traditions and geographic boundaries to make space for more creativity in F&B. 

“Bold reds, vibrant pinks, rich purples, refined blues, saturated yellows and earthy greens are capturing attention and creating sensational sensorial experiences on Instagram and in real life.”

Meanwhile, GNT’s Hendrickx believes social media is a source of huge creativity in food and drink.

“For instance, the food influencer @linqanaaa is known for posting weekly videos on Instagram and TikTok, where she creates fast, accessible and innovative recipes with huge aesthetic appeal. She was responsible for sparking the viral cloud bread sensation, which involved using pastel blues, lilacs and pinks,” comments Hendrickx. “Like many trends, this one has started to filter through to the wider industry. Brands increasingly use luminous pastel shades in various products, such as squidgy mochi balls with colorful fillings.”

Colors in 2024 
As we head into 2024, ADM predicts consumers will “lean more into defiant choice, seeking food experiences that reflect their personalized desires and individual lifestyles.”

Colors and flavors can replicate authentic experiences and memories. (Credit: GNT)“They see what’s on their plate as another vehicle to express themselves,” Newsome notes. 

“We will see this presented in luxurious and indulgent colors and flavors, including an intermingling of sweet and umami flavors playing with fiery reds, stormy blues and sparkling purples. Think dulce de leche, apple, cranberry, dates or chili pepper snacks and lattes, perfect for the winter months.”

She also expects to see a larger spotlight on citrus and floral flavors, ranging from blood orange and yuzu to violet, osmanthus and cherry blossom, paired with hues of persimmon orange, spectra yellow and floral pink. 

“These flavors and colors can signal products formulated to support immune function and other wellness attributes, which many consumers seek in the colder months.”

“Finally, earthy colors and flavors like chanterelle, potato, sage and dawadawa — fermented locust beans, also called iru or soumbala — bring umami depth to autumnal dishes worldwide.”

By Elizabeth Green