As processors gravitate toward natural colors, they should keep in mind specific problems of using these clean-label materials.

Sensient’s consumer research consistently shows that improved color correlates to improved flavor conception and purchase intent, driving sales and repeat purchases, so we eat first with our eyes,” notes Meghan Fox, marketing expert for Sensient Flavors and Extracts, Milwaukee.

But not all colors are produced equal. Today’s consumers are looking for products that are not only visually attractive but also are clean-label-friendly.
Fox said: “Consumers are no longer satisfied with either natural or visually appealing/ delectable alone. They want it all in one product: natural, delicious, flavorful, colorful, visually appealing, interesting, and pleasant.”
Why natural?

According to Emina Goodman, senior director, of commercial color development for Chicago-based ADM, as consumers gravitate toward healthier products, many are avoiding those with ingredients seen as artificial, including artificial colors. “Research also demonstrations that over 60% of consumers avoid artificial coloring in foods and beverages,” she points out. “Finding color sources that can meet both formulators’ needs and consumers’ desires is crucial for dairy brands’ success.”
She added: “As clean labels are becoming more and more important to consumers, and natural colors are now the “expectation, not the exception”, it is vital that brands use natural colors to maximize their products’ appeal to meet such demands”.

Challenges to specific colors :

Not all colors are easy to change to clean-label options. For example, white is an essential shade in dairy products, notes Goodman, as it can communicate a dairy product’s healthfulness and freshness.
She said that 57% of consumers associate white colors with products that support bone and joint health, which appeals to consumers’ wellness demands.”
However, white coloring can be challenging from a clean-label outlook. Many of the options recently on the market don’t offer excellent stability or performance in dairy products, Goodman says.
“For example, modified starch, rice starch, and calcium carbonate have a wide range of drawbacks, including consistency, stability, and substandard vibrancy,” she adds.
To address this problem, a line of white color solutions has been recently launched by ADM, meeting both clean-label and performance needs. Moreover, a natural line of cool colors with its newly FDA-approved Butterfly Pea Flower extract that is heat- and light-stable has been added for fruit yogurt, ice cream, frozen desserts, nutritional beverages, smoothies, and more.

Commonly used in dairy products are orange and yellows, but some existing clean-label solutions suffer from “pinkening” issues, meaning the orange fades to pink over the period of the shelf life, says Goodman.
She added that annatto-based colors are solutions to the challenge of orange color stability.

According to Renner Nantz, processors need to be aware of the challenges of using natural colors before switching to natural colors. For example, such colors often fade during product shelf life.
According to O’Brien, processors could take different steps to ensure color stability.

“These include adding the color at the latest possible point and cooling the product down as quickly as possible,” she says. “Color dosages may also need to be adjusted depending on the color and opacity of the original color base.”
Due to the effect of processing conditions on color stability, Sirsoky suggests that producers test color ingredients through the heating process.

Avoid common coloring mistakes :

According to Goodman, common mistake processors make when adding color is not thinking about the holistic formula of the product. Some color ingredients can interact poorly with functional ingredients present in the recipe or flavors. Dairy processors should work with their suppliers to find coloring solutions that work with the whole formulation in mind.
“For example, when coloring process cheese with annatto, the annatto should be added separately from emulsifying salts, acid whey, or flavor systems to avoid interactions and potential defects like pinking, color complexing with salts, and color insolubility,” he points out.

Reference:

https://www.dairyfoods.com/articles/95492-add-a-natural-hue-to-dairy-products