California Natural Color

Natural Colors: Opportunities for Innovation

Monday, June 3rd, 2019 - 3:30PM - 5:00PM

Color is often the first characteristic that influences the purchasing decision, especially for new products. Colored foods and beverages are often more appealing visually and directly impact the perception of quality and overall experience. With the recent trend of consumers looking for foods with “clean labels,” the market demand for “natural” colors is increasing. Several case studies of brands that have converted to natural colors have shown that many consumers are willing to pay more for a more natural product.

However, global regulatory agencies do not have harmonized viewpoint as to the definition of “natural” color additives nor their approval and use requirement. Failure to be aware of the disparate regulatory requirements can lead to compliance and labeling challenges. Additionally, color manufactures have been engaging in innovative research and product development to meet this market demand, resulting in new natural color opportunities as well as the identification of limitations, although many commonly stated challenges are misperceptions.

This panel session brings together food color experts from IACM (trade association,) California Natural Color and Kalsec to share their experiences and perspectives on the impact of regulations on natural color innovation.