Food Business News - July 2, 2013 - 68

Ingredient Innovations

Colors trends
twist to natural
Naturally-sourced
options exist for
such applications as
macaroni and cheese,
strawberry smoothies
asbro still makes
“Twister,” the game
where players hear
such commands as “left foot,
yellow” or “right hand, red.”
Food and beverage formulators
may feel like they have played
their own version of Twister
recently. Last year demand
for naturally-sourced colors
started rising in the category of
“beverages, red.” This year it’s
demand for “mac and cheese,
yellow.” Who knows? Next year
the consumer trending arrow
may spin to “ice cream, blue.”
Interest in naturally-sourced
colors is rising. Global sales in
2011 were estimated at $600
million, up by almost 29% from
2007, in a report from Mintel and Leatherhead Food Research released Feb. 28 of this
year. Global sales of artificial/
synthetic colors in 2011 were
estimated at $570 million, up
less than 4% from 2007. The report predicts the trend toward

FOODBUSINESS NEWS

greater use of naturally-sourced
colors will continue, especially
in premium food and drink segments and products positioned
for children.

Mac and cheese, yellow
Some mothers may seek
more natural macaroni and
cheese products for their children. In this instance, formulators may find that annatto extracts and colors sourced from
vegetables may offer alternatives to the yellow 5 and yellow
6 colors, both F.D.&C. colors.
The right combination of
carrot-sourced color and pumpkin-sourced color may allow
formulators to achieve a desired yellow color, said Stefan
Hake, chief executive officer of
GNT USA, Inc., Tarrytown, N.Y.,
which focuses on manufacturing colors derived from edible
fruits and vegetables. The company generally uses a variety of
sources, and not one source, to
find the right color, he said.
“What we see overall is there is
a strong trend toward ingredients
that the consumer can recognize
and identify with,” Mr. Hake said.
Both annatto extract and natural beta-carotene, specifically in
macaroni and cheese, may provide a vibrant yellowish orange
hue, said Campbell Barnum,

vice-president of branding and
market development for D.D.
Williamson, Louisville, Ky.
“In this application, companies need to consider the
higher cost-in-use for naturallyderived coloring compared to
F.D.&C. yellow 5 and yellow 6,”
he said. “The higher dosage required may impact flavor.”
D.D. Williamson will showcase certified organic annatto
extract powder at its booth during the Institute of Food Technologists’ annual meeting and
food expo July 13-16 in Chicago.
ROHA USA, L.L.C., St. Louis,
also offers colors of natural origin to replace yellow 5 and yellow 6 in macaroni and cheese.
“Cost in use will be a primary
concern,” said Rajesh Cherian,
manager-application support
(natural colors) for ROHA. “If it
is a huge requirement, availability of colors at constant price
can be an issue, which can be
avoided by working with a color supplier at the early stages of
product development.”
Naturally-sourced colors in
the NAT color range from Naturex, Avignon, France, may
serve as alternatives to yellow 5
and yellow 6, said Nathalie Pauleau, business manager.
“Annatto extract or paprika/
turmeric mixes are still the

best choices for matching the
characteristic yellow shade of
macaroni and cheese,” she said.
Pacific Foods, Tulatin, Ore.,
used annatto for color in formulating ready-to-eat, shelf stable
macaroni and cheese this year.
Likewise, Annie’s Inc., Berkeley, Calif., included annatto extracts when introducing three
macaroni and cheese microwavable cups: aged cheddar, white
cheddar and gluten-free rice
pasta and cheddar.
“The development was very
difficult for us to get a product
that performed to consumer expectations without all the artificial ingredients,” said John Foraker, chief executive officer for
Annie’s, in a June 10 conference
call. “We’ve developed what we
think is a fantastic offering, and
we believe Annie’s consumers
are going to really like it.”
Mr. Hake said microwaving
macaroni and cheese generally
does not have much of an effect
on color because the product is
not heated long enough.
Annie’s ranked second among
brands of dry macaroni and
cheese mixes with U.S. retail
sales of $73,287,620 for the 52
weeks ended May 19, according
to Information Resources, Inc., a
Chicago-based market research
firm. Kraft Foods Inc. led the

July 2, 2013

Food Business News - July 2, 2013

Table of Contents for the Digital Edition of Food Business News - July 2, 2013