WILD Answers

The Importance of Color

The first thing you notice when you pick up a bottle of your favorite beverage is the color.  Actually, even before you pick it up your perception of color influences your overall acceptance.  Color cues you in on the flavor of the beverage.  It entices you. “Pick me, I taste like fresh raspberries.”  A recent study found that color intensity was the main factor driving consumer preference (Foodnavigator.com 2008).  Color also helps to correct for natural variations in the actual color of the food, or for changes during processing and storage.  Color makes the food more visually appealing.

Recent Trends

Colors derived from natural sources have been gaining popularity and market share in recent years.  These “natural” colors have shown an annual growth rate of approximately 4% while sales of synthetic or FD&C colors remain stagnant.  Reasoning for this includes possible health benefits of natural colors, improved technological performance, and more affordability.  Most recently negative press towards synthetic colors particularly in the European Union has swayed public interest in favor of those derived from natural sources.

Considerations

There are many things to think about when applying natural colors to food and beverages

•        Heat – color degradation

•        Light – color degradation

•        Oxygen – oxidation over time

•        pH – shade, solubility

•        Chemical interactions - Cations, Oxidizers, Reducing Agents

•        Ascorbic acid – beneficial to some and detrimental to others

•        Taste Impact – good to start with color & then add flavors

•        Shelf Life – what is the target shelf life of the product

•        Color Interaction – not all colors are compatible together

•        Regulations – what regulations must be considered, country specific, cultural, etc.

•        Packaging – oxygen permeability and transmission of light

•        Solubility

•        Cost

WILD Flavors, Inc. has the expertise to provide an array of color solutions for various applications.  From Candy/Confection, Savory and Dairy to Bakery and Beverage WILD colors them all.

Colors from Nature®

WILD Flavors, Inc. offers a complete line of colorings for food and beverage through its Colors from Nature® line.  Colors from Nature® colorants offer brilliant hues, a clean label, stability, and can be considered a healthier alternative to FD&C colors.