The ominous voice that whispers to Ray Kinsella in the 1989 sports fantasy film “Field of Dreams” tells the Iowa farmer “If you build it, he will come.” In new product development, the trend of manufacturing with clean-label ingredients seems to have taken on the mantra of “If you formulate with it, they will come.”

As beverage-makers look to develop products that adhere to natural, clean-label trends, the colors market is seeing firsthand the effect it is having.