Colouring foods: A new type of natural
Extracts of fruit, vegetables or herbs that can be listed as an ingredient rather than a colourant or additive that requires an E number, colouring foods are being embraced by manufacturers as a shortcut to having a coveted clean label product.
According to EU guidance notes, colouring foods should be minimally processed and should retain the characteristics of the source material, among other specifications.
For Euromonitor analyst, John George, most consumers are probably unaware of the difference between a natural colour and colouring food.
“However, the additive nature of natural colours - coupled with the fact consumers are paying greater attention to the contents of their foods - means that the profile of colouring foods is likely to grow rapidly and consumers could soon expect colouring food inclusion as standard,” he said.