Sean Moloughney07.01.08
The market for natural food colorings continues to get brighter as more attention is paid to research linking artificial food dyes with hyperactivity and other behavioral problems in children. While the shift has already started to take shape in Europe, U.S. consumers are also developing a taste for natural colors.
The Center for Science in the Public Interest (CSPI) recently submitted a petition to FDA, calling for a ban on the two most commonly used artificial dyes, Yellow 5 and Red 40, as well as Blue 1, Blue 2, Green 3, Orange B, Red 3 and Yellow 6.
The appeal urges FDA to require a warning label on foods with artificial dyes while it considers the group's request to ban the colors altogether.
According to Stefan Hake, president and CEO of GNT USA, Tarrytown, NY, CSPI's actions fall in line with growing consumer demand to rid products of potential health hazards.
"Demand for colors derived from fruits and vegetables is increasing every year," he said. "It is our opinion that one factor is the larger variety of different shades that are now possible. Also, the amount of consumers eating healthier is increasing."
As a result, many new products are being developed with colors derived from natural sources, and in some instances, popular mainstream products that have traditionally used synthetic colors are also making the natural switch, particularly in Europe.
In its petition to FDA, CSPI cites two studies funded by the British Government, including the recent Southampton University study, which involved about 200 children. This study found a statistically significant link between hyperactive behavior and the consumption of certain artificial colors, including Red 40 and Yellow 5.
Alongside a comprehensive 2004 meta-analysis, which also concluded that artificial dyes (as well as the preservative sodium benzoate) adversely affect child behavior, the British government is successfully pressuring food manufacturers to switch to natural colorings. The U.K. Food Standards Agency recommended that by the end of 2009, food manufacturers stop using several artificial colors. The agency also called for the U.K. to lobby for a ban across Europe.
"The science shows that kids' behavior improves when these artificial colorings are removed from their diets and worsens when they're added to their diets," said Dr. David Schab, a psychiatrist at Columbia University Medical Center, who conducted the 2004 meta-analysis with colleague Dr. Nhi-Ha Trinh. "While not all children seem to be sensitive to these chemicals, it's hard to justify their continued use in foods-especially those foods heavily marketed to young children."
Absent any pressure from U.S. regulatory authorities, many of the naturally colored products found in Europe still contain artificial dyes in the U.S.
According to FDA's website, "There is no such thing as absolute safety of any substance. In the case of a new color additive, FDA determines if there is 'a reasonable certainty of no harm' under the color additive's proposed conditions of use."
"The continued use of these unnecessary artificial dyes is the secret shame of the food industry and the regulators who watch over it," CSPI executive director Michael Jacobson said. "The purpose of these chemicals is often to mask the absence of real food, to increase the appeal of a low-nutrition product to children, or both. Who can tell the parents of kids with behavioral problems that this is truly worth the risk?"
Trailblazing a new kind of standard for consumer health are grocery chains like Whole Foods and Trader Joe's, which do not carry products containing these controversial colorings, said GNT's Mr. Hake. "The reward is getting much higher for natural products from a retail point of view."
Manufacturers are taking their cue, increasing output of colors derived from natural sources.
Todd Sitkowski, senior marketing manager, DSM Nutritional Products, Inc., Parsippany, NJ, said he has witnessed increased use of fruit and vegetable extracts such as beet, carrot and grape, particularly in functional beverages. "We have also experienced an increase in the usage of beta-carotene as a colorant in functional waters and beverage powders," he added.
Gayle Struble, technical marketing manager, Diana Naturals, Valley Cottage, New York, said her company has received more requests for natural colors since the Southampton study was published. "Even in areas like confectionary where they are typically not at all open to natural colors, we've had increased interest. The question is whether this is sustainable once cost becomes an issue. This could be the deal breaker."
Speaking specifically about Diana's product line in the beverage industry, Ms. Struble said, "We've had interest in natural colors before, but now we are seeing a preference for our product because we use whole vegetable concentrates rather than extracts. Customers can say 'vegetable juice for color' rather than 'natural color,' which is often more desirable on the label."
"Diana Naturals is always looking for new sources of colors," she added. "For example, we analyzed 40 different orange carrot varieties last year for nutritional and color properties. We're also looking at other vegetables that provide a fairly stable possibility for future development."
Carol Locey, colors product director, Kalsec, Kalamazoo, MI, said that as the organic market grows, so too does demand for colors that can be used in certified organic foods and beverages. But this trend has posed some challenges for manufacturers, who have to develop new methods with new colorants.
"The shift away from synthetic colors, especially in the European markets, has driven the color industry to find ways to extract natural colors that have typically proven difficult in the past, such as blue and green hues that are not synthetic," Ms. Locey said.
Kalsec offers a select line of red-orange non-solvent expeller pressed paprika, which is manufactured in Kalsec's Texas agricultural facility using high pressure and vegetable oil to produce the extracts. Traditional oleoresin extraction processes use solvents to extract the color from ground spices; however, in this patented process, no solvents are used. "In this system, minimal waste is generated, there is no exposure to harsh solvents, and it results in 100% complete utilization of all output materials," Ms. Locey added. "Ultimately you get all of the benefits of organic compliance and recognition of sustainability for your product development needs."
Antoine Dauby, group marketing manager with Naturex, Avignon, France, also said the desire for healthier foods has led to new processes.
"Through NAT'Color, our line of natural colors extracted from plants, we have developed beyond extraction, special formulas, and we have improved the stability of natural pigments," Mr. Dauby explained. "The main pigments such as chlorophylls, curcuminoids, carotenoids and anthocyanins are provided in this line. In order to reach the targeted color and to obtain shades not directly available with one natural pigment, we have developed blends of these colors. Blending anthocyanins with paprika extracts results in a bright red color, which cannot be obtained with only one natural pigment. NAT'Color is continuously expanding with more and more complex blends, which sometimes include three or four different pigments."
Shelf life is another issue surrounding products with natural colorants. "Understanding different components that go into formulating products is essential," GNT's Mr. Hake added. "The order of ingredients can also have an effect on stability in the end." Companies therefore need to examine different processing techniques and accelerate stability testing.
"We have a thorough understanding of the problems and challenges within the food and beverage industries," Mr. Dauby said of Naturex, "thanks to our broad awareness of the end product processing and laws and regulations. We rely on our internal food laboratory and our experienced team of 20 food scientists who have an expert knowledge within each specific application area. We can advise on dosage levels and process incorporation, stability tests-thermal stability and oxidative stability. It is sometimes necessary to associate several coloring extracts so that some natural shades can be precisely reproduced."
Ms. Locey said that creating the color system for a new product must evaluate whether or not a selected color interacts in some way with the other ingredients. "For instance, the base color of the food or beverage, pH and ingredients can all affect how the color will eventually look. Often times, the product developer must test each option to determine the best alternative. A close working relationship between the color supplier and the food manufacturer is critical in reducing development time."
Consumer expectations aren't what they used to be with respect to colors, as young people are more likely to stray from traditional flavor-color pairings, according to Kalsec's Ms. Locey.
"Previously, matching colors to flavors was a natural process often driven by what the expectation was in the mind of the consumer," she explained. "If you are creating a fruit beverage, for example, based on the profile of the beverage such as mango tropical blend, there is a perceived set of colors that would work best, such as yellow or orange hues. Depending on the target market, the range of color hues may be more broad than it was in the past, as younger generations are not opposed to seeing new colors in traditional food products."
For example, Mr. Locey pointed out, consumers over age 30 expect their ketchup to be red, however, kids today are not opposed to seeing these foods in new, vibrant colors, such as purple and green. "Manufacturers can use these new colors as a way to attract a new generation of loyal consumers," she said. "Kids are seen as having more influence on household buying decisions than in the past."
DSM's Mr. Sitkowski agreed, saying, "It is our experience that bright, vibrant shades of yellow, orange and red appeal to young children and teenagers."
Color, therefore, clearly plays an important role in attracting consumers. "People pick out a product with their eyes, even if they come back to buy it again for the flavor," said GNT's Mr. Hake.
So while natural colors certainly provide consumers of health and wellness products an attractive alternative to the synthetic ones that have been used for so many years, manufacturers must face cost issues and overcome formulaic limitations.
"There are inherently limits to what natural colors can do and the challenge is around consumer expectations," said Diana's Ms. Struble. "We're very conditioned to have the bright colors of the rainbow and these are often not attainable with natural colors. It's a question of what consumers will accept in the future."
The Center for Science in the Public Interest (CSPI) recently submitted a petition to FDA, calling for a ban on the two most commonly used artificial dyes, Yellow 5 and Red 40, as well as Blue 1, Blue 2, Green 3, Orange B, Red 3 and Yellow 6.
The appeal urges FDA to require a warning label on foods with artificial dyes while it considers the group's request to ban the colors altogether.
According to Stefan Hake, president and CEO of GNT USA, Tarrytown, NY, CSPI's actions fall in line with growing consumer demand to rid products of potential health hazards.
"Demand for colors derived from fruits and vegetables is increasing every year," he said. "It is our opinion that one factor is the larger variety of different shades that are now possible. Also, the amount of consumers eating healthier is increasing."
As a result, many new products are being developed with colors derived from natural sources, and in some instances, popular mainstream products that have traditionally used synthetic colors are also making the natural switch, particularly in Europe.
The Southampton Study
In its petition to FDA, CSPI cites two studies funded by the British Government, including the recent Southampton University study, which involved about 200 children. This study found a statistically significant link between hyperactive behavior and the consumption of certain artificial colors, including Red 40 and Yellow 5.
Alongside a comprehensive 2004 meta-analysis, which also concluded that artificial dyes (as well as the preservative sodium benzoate) adversely affect child behavior, the British government is successfully pressuring food manufacturers to switch to natural colorings. The U.K. Food Standards Agency recommended that by the end of 2009, food manufacturers stop using several artificial colors. The agency also called for the U.K. to lobby for a ban across Europe.
"The science shows that kids' behavior improves when these artificial colorings are removed from their diets and worsens when they're added to their diets," said Dr. David Schab, a psychiatrist at Columbia University Medical Center, who conducted the 2004 meta-analysis with colleague Dr. Nhi-Ha Trinh. "While not all children seem to be sensitive to these chemicals, it's hard to justify their continued use in foods-especially those foods heavily marketed to young children."
Absent any pressure from U.S. regulatory authorities, many of the naturally colored products found in Europe still contain artificial dyes in the U.S.
According to FDA's website, "There is no such thing as absolute safety of any substance. In the case of a new color additive, FDA determines if there is 'a reasonable certainty of no harm' under the color additive's proposed conditions of use."
"The continued use of these unnecessary artificial dyes is the secret shame of the food industry and the regulators who watch over it," CSPI executive director Michael Jacobson said. "The purpose of these chemicals is often to mask the absence of real food, to increase the appeal of a low-nutrition product to children, or both. Who can tell the parents of kids with behavioral problems that this is truly worth the risk?"
Natural Potential
Trailblazing a new kind of standard for consumer health are grocery chains like Whole Foods and Trader Joe's, which do not carry products containing these controversial colorings, said GNT's Mr. Hake. "The reward is getting much higher for natural products from a retail point of view."
Manufacturers are taking their cue, increasing output of colors derived from natural sources.
Todd Sitkowski, senior marketing manager, DSM Nutritional Products, Inc., Parsippany, NJ, said he has witnessed increased use of fruit and vegetable extracts such as beet, carrot and grape, particularly in functional beverages. "We have also experienced an increase in the usage of beta-carotene as a colorant in functional waters and beverage powders," he added.
Gayle Struble, technical marketing manager, Diana Naturals, Valley Cottage, New York, said her company has received more requests for natural colors since the Southampton study was published. "Even in areas like confectionary where they are typically not at all open to natural colors, we've had increased interest. The question is whether this is sustainable once cost becomes an issue. This could be the deal breaker."
Speaking specifically about Diana's product line in the beverage industry, Ms. Struble said, "We've had interest in natural colors before, but now we are seeing a preference for our product because we use whole vegetable concentrates rather than extracts. Customers can say 'vegetable juice for color' rather than 'natural color,' which is often more desirable on the label."
"Diana Naturals is always looking for new sources of colors," she added. "For example, we analyzed 40 different orange carrot varieties last year for nutritional and color properties. We're also looking at other vegetables that provide a fairly stable possibility for future development."
Manufacturing Issues
Carol Locey, colors product director, Kalsec, Kalamazoo, MI, said that as the organic market grows, so too does demand for colors that can be used in certified organic foods and beverages. But this trend has posed some challenges for manufacturers, who have to develop new methods with new colorants.
"The shift away from synthetic colors, especially in the European markets, has driven the color industry to find ways to extract natural colors that have typically proven difficult in the past, such as blue and green hues that are not synthetic," Ms. Locey said.
Kalsec offers a select line of red-orange non-solvent expeller pressed paprika, which is manufactured in Kalsec's Texas agricultural facility using high pressure and vegetable oil to produce the extracts. Traditional oleoresin extraction processes use solvents to extract the color from ground spices; however, in this patented process, no solvents are used. "In this system, minimal waste is generated, there is no exposure to harsh solvents, and it results in 100% complete utilization of all output materials," Ms. Locey added. "Ultimately you get all of the benefits of organic compliance and recognition of sustainability for your product development needs."
Antoine Dauby, group marketing manager with Naturex, Avignon, France, also said the desire for healthier foods has led to new processes.
"Through NAT'Color, our line of natural colors extracted from plants, we have developed beyond extraction, special formulas, and we have improved the stability of natural pigments," Mr. Dauby explained. "The main pigments such as chlorophylls, curcuminoids, carotenoids and anthocyanins are provided in this line. In order to reach the targeted color and to obtain shades not directly available with one natural pigment, we have developed blends of these colors. Blending anthocyanins with paprika extracts results in a bright red color, which cannot be obtained with only one natural pigment. NAT'Color is continuously expanding with more and more complex blends, which sometimes include three or four different pigments."
Shelf life is another issue surrounding products with natural colorants. "Understanding different components that go into formulating products is essential," GNT's Mr. Hake added. "The order of ingredients can also have an effect on stability in the end." Companies therefore need to examine different processing techniques and accelerate stability testing.
"We have a thorough understanding of the problems and challenges within the food and beverage industries," Mr. Dauby said of Naturex, "thanks to our broad awareness of the end product processing and laws and regulations. We rely on our internal food laboratory and our experienced team of 20 food scientists who have an expert knowledge within each specific application area. We can advise on dosage levels and process incorporation, stability tests-thermal stability and oxidative stability. It is sometimes necessary to associate several coloring extracts so that some natural shades can be precisely reproduced."
Ms. Locey said that creating the color system for a new product must evaluate whether or not a selected color interacts in some way with the other ingredients. "For instance, the base color of the food or beverage, pH and ingredients can all affect how the color will eventually look. Often times, the product developer must test each option to determine the best alternative. A close working relationship between the color supplier and the food manufacturer is critical in reducing development time."
Taste & Perception
Consumer expectations aren't what they used to be with respect to colors, as young people are more likely to stray from traditional flavor-color pairings, according to Kalsec's Ms. Locey.
"Previously, matching colors to flavors was a natural process often driven by what the expectation was in the mind of the consumer," she explained. "If you are creating a fruit beverage, for example, based on the profile of the beverage such as mango tropical blend, there is a perceived set of colors that would work best, such as yellow or orange hues. Depending on the target market, the range of color hues may be more broad than it was in the past, as younger generations are not opposed to seeing new colors in traditional food products."
For example, Mr. Locey pointed out, consumers over age 30 expect their ketchup to be red, however, kids today are not opposed to seeing these foods in new, vibrant colors, such as purple and green. "Manufacturers can use these new colors as a way to attract a new generation of loyal consumers," she said. "Kids are seen as having more influence on household buying decisions than in the past."
DSM's Mr. Sitkowski agreed, saying, "It is our experience that bright, vibrant shades of yellow, orange and red appeal to young children and teenagers."
Color, therefore, clearly plays an important role in attracting consumers. "People pick out a product with their eyes, even if they come back to buy it again for the flavor," said GNT's Mr. Hake.
So while natural colors certainly provide consumers of health and wellness products an attractive alternative to the synthetic ones that have been used for so many years, manufacturers must face cost issues and overcome formulaic limitations.
"There are inherently limits to what natural colors can do and the challenge is around consumer expectations," said Diana's Ms. Struble. "We're very conditioned to have the bright colors of the rainbow and these are often not attainable with natural colors. It's a question of what consumers will accept in the future."
