For years, consumers have been interested in clean beverage labels with ingredients they recognize and understand. Thus, it’s no surprise that natural colors are in demand. However, what’s not always obvious is how much the color of a beverage plays into its marketing — both on and off the shelf.
As the saying goes, “You only get one chance to make a first impression.” For beverages, this is crucial because color can significantly affect the initial perception of taste, which leads to a consumer picking up the product or not, explains Christiane Lippert, head of food marketing for Lycored, Orange, N.J.