With a growing interest in getting back to nature, consumer demand for natural ingredients has flourished. As beverage-makers formulate new products, more now are choosing natural colors to appeal to this consumer desire.
“Consumers eat with their eyes first, so color is critical to flavor perception. The right level of brightness and authenticity of color is very important to the overall consumer experience, so color is an essential component in beverage formulations,” says Mukul Juneja, director of marketing for colors at Decatur, Ill.-based Archer Daniels Midland Co.’s (ADM) Wild Flavors and Specialty Ingredients business unit. “The predominant trend in coloring beverages right now is the move toward colors derived from natural sources. The natural colors market is growing much faster than the demand for artificial colors.”