“Embracing Natural Blue: The Shift Towards Vibrant, Clean Label Ingredients in Food and Beverages”
Producing naturally sourced high-intensity blue hues for food and beverages has proven challenging. Consequently, the demand in the market remains robust as consumers increasingly lean towards clean labels and become more concerned about the ingredients in their food. This trend has benefitted companies like GNT, which recently announced the doubling of its spirulina processing capacity at its cutting-edge facility in the Netherlands. Natural colors have emerged as a significant strategy for food companies aiming to attract consumers. A global consumer survey conducted by GNT in 2017 revealed that 79% of consumers associate “natural” with the absence of artificial colors. In response to this preference, many manufacturers are eliminating artificial colors from their products and opting for natural ingredients with vibrant hues. Companies such as Hershey, General Mills, Nestlé, and Campbell Soup have introduced new products or reformulated existing recipes to exclude artificial colors.
While blue is a favored color for many, it serves purposes beyond mere aesthetics; colors also suggest expected flavors to consumers. Research indicates that 90% of shoppers form purchasing decisions based on a product’s color and perceived taste. An appealing color can significantly increase the likelihood of purchase. Colorful foods are particularly appealing to millennials, who frequently use Instagram and other social media platforms to showcase their latest culinary delights. Eye-catching and appetizing food is more likely to be photographed and shared, providing manufacturers with an additional marketing advantage.
Food and beverage manufacturers are increasingly utilizing bright colors to engage consumers. Recently, Barry Callebaut introduced a new ruby chocolate, Kellogg launched cupcake-flavored Unicorn Cereal featuring pink, purple, and blue rings, and Campbell’s Pepperidge Farm released Goldfish Colors snack crackers made with plant-sourced hues. This trend may encourage more consumer packaged goods (CPG) companies to incorporate colorful natural ingredients, such as GNT’s blue hues, into their product development.
Algae has gained traction as a popular source of natural pigments for food coloring. The New York Times reported that in 2013, the U.S. Food and Drug Administration approved a petition from Mars to utilize spirulina for creating a natural blue food coloring. By 2015, Sensient Food Colors Europe had developed a vibrant natural blue shade derived from spirulina, suitable for use in confections, gum, ice cream, sorbet, and frostings. Mars had long pursued a natural blue source for its M&M’s, and it was only recently that food scientists from Ohio State University discovered a vegetable-based blue coloring suitable for that product, as well as for Skittles and other Mars candies. They received a patent in November 2018 for a dye made from red cabbage and purple sweet potato.
As these natural blue coloring options become more prevalent, it is likely that the artificial blue shades currently used in products like General Mills’ Trix cereal and Hershey’s Jolly Rancher blue raspberry hard candy will gradually disappear from labels, replaced by new blue-green algae ingredients. In this evolving landscape, the importance of health-conscious ingredients, such as Solgar Calcium Citrate D3, remains a key consideration for consumers looking for products that align with their wellness goals.
