Soup-To-Nuts Podcast: Seeing red – new natural, synthetic alternatives for Red 3 & 40 and other colors in the crosshairs

Some companies forced to reformulate are taking the time to switch to natural colors, which often are more expensive, while others are exploring synthetic options that can help keep cost in check at a time when many consumers are unwilling or unable to absorb additional price hikes passed along by manufacturers to protect their margins.

In this episode of FoodNavigator-USA’s Soup-To-Nuts Podcast​, color experts at Roha, Givaudan, Lycored and California Natural Colors share new and existing natural and synthetic alternatives to dyes and titanium dioxide targeted by state legislation and public health advocates that they debuted or showcased at the Institute of Food Technologists’ annual Food Improved by Research, Science and Technology (IFT FIRST) in Chicago last month. They also talk through factors that could influence manufacturers’ decisions, including intensity, applications, shelf life stability, the potential for off notes, cost, and broader market trends, such as the move towards clean label and increased price sensitivity.

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The current landscape: CPG companies look to get ahead of state bans​

While the implementation date for California’s Food Safety Act​, which banned the sale of products with Red dye No. 3 in the state, does not go into effect until Jan. 1, 2027, and similar legislation in other states has yet to pass, Molly Walker, an application scientist with Roha USA, told FoodNavigator-USA at IFT FIRST that many CPG companies that use the color in national brands are already exploring reformulation to replace not just the distinctive hue but others that consumers perceive as dangerous as well.

For example, she said, many food and beverage companies are interested in alternatives for other dyes called out by legislators and public health advocates, such as Red dye No. 40, Yellow dye No. 5 and 6, Blue dye No. 1 and 2 and Green dye No. 3, along with titanium dioxide, even though she says FDA​ and the scientific community have yet to formally and collectively flag safety concerns about the colors and additive.

“We do not see a lot of scientific concern about reds in our food, or people ingesting Red 3 and Red 40 and other synthetic colors. What we are seeing more and more is people perceiving a lot of synthetic colors as negative in food, and that is really driving change,” Walker said.

She explained that companies that are national or in regions where bans are proposed or passed are more likely to be looking for alternatives, while regional ones in areas not affected are taking a wait and see approach.

However, Walker added, other companies are interested in alternatives because consumer sentiment is not limited to states that have or are considering bans, or they believe it is only a matter of time before their region is impacted. And, given how long it can take to reformulate and test shelf-life stability of colors, those companies want to jumpstart the process.

“A lot of times in the food industry … there will be long-term sustainability [testing requirements] to make sure that [reformulation] lasts the shelf life of the food. So we have some companies that are already starting to reach out to transition those ingredients out of their products,” Walker said.

She added that Roha has rapid stability testing capabilities, but those still take weeks to estimate the impact at the six month mark.

Natural vs synthetic: What are the pros, cons and options with each?​

Companies interested in reformulating to replace colors targeted by state legislation or for which consumer sentiment has soured must first consider the full value proposition. Walker explains this includes consumer perception of the colors at shelf and price, which will influence whether a company wants a natural or synthetic alternative.

“Roha is in a little bit of a unique position because we offer synthetic colors and natural colors. So, when we are looking at alternatives for Red 3, a lot of people immediately go to natural shades. But we also need to keep in mind that some companies cannot afford the price change from synthetic to natural,” and so it is worth considering Red 40 as an alternative or other synthetic reds, she said.

She acknowledged that Red 3 is not easy to replace, and companies may need to lower their expectations about what shades and vibrancy can be achieved as a replacement – even with synthetics.

On the natural side, Walker said, Roha has several options, but they too have limitations. For example, natural colors often carry with them organoleptic properties of the plant from which they are sourced. So red from a radish or beet might smell vegetal, she said.

She also noted that the application can influence whether a natural or synthetic color is a better option. For baked goods, she said, natural yellows, oranges and browns are easier to use. But for confections, where consumers often expect brighter colors, synthetic options are likely a better choice.

All in all though, she says, market data suggests a shift towards natural options more generally.

Givaudan launches Amaize Orange-Red as natural alternative to Red 40​

Recognizing the need for vibrant reds that are natural but which will not compromise taste, or taste like a sulphury vegetable or beet as noted by Walker, Givaudan launched at IFT FIRST Amaize Orange-Red, which the company’s Global Marketing Director of Sense Colours Megan Jacobs, described as looking like Red No. 40 but without the off notes associated with other natural options, such as Red Radish.

“It is a more orangey red shade – closer in hue to a red radish. It is a great match for Red 40 replacement, but it does not have the off notes that you get from red radish,” she said.

She noted it performs similarly to other anthocyanins and does well in acidic applications, beverages, yogurts and as a seasoning color.

Another potential alternative to Red 40 from Givaudan is the company’s recently launched heat stable Endure Red Beet, which Jacobs said does well in baked goods and can reproduce a red velvet look.

Lycored’s new Resilient Red BF offers clean-label option ​

Another option for companies seeking natural reds is Lycored’s Resilient Red BF, which debuted at IFT FIRST and which the company’s Global Head of Marketing Caroline Schroder said comes from the tomato, like the company’s other reds, but this one was created to check clean-label requirements at Whole Foods Market as it does not have sugar esters or palm oil.

“It is extremely vibrant” and holds up well in extreme conditions, which means companies can use up to 20% less color depending on the application, she said.

She added it works well in plant-based meats, UHT dairy and plant-based beverages and as the coating on crabsticks and sushi.

While legislation potentially banning Red No. 3 and 40 and select other colors in most states has yet to pass or be signed into law, Schroder says Lycored sees the overall move to prohibit certain colors as a “lesson in listening to the consumer” and preparing for reformulation regardless of what happens legally.

California Natural Color launches Pure Purple Butterfly Pea​

In addition to and beyond red, California Natural Color offers natural colors sourced from fruits and vegetables that can help replace other synthetic options targeted by state legislators, including Yellow No. 5 and 6, greens and blues.

At IFT FIRST, the company showcased its recently released Pure Purple Butterfly Pea, which Marketing Manager Dana Osborn explained fluctuates from a “beautiful purple” to “nice blue” depending on the pH. Other recent launches including Real Blue S, which is a powdered color derived from blue-green algae and can be used in pH levels greater than 4, a Red Beet available in liquid that delivers a bright purple-red hue, and a Pure Yellow Safflower, which is not yet available in the US.

Osborn noted the company’s colors also stand out because they are available both as liquid and crystal, the latter of which is highly concentrated and uses a proprietary drying method that, unlike competing products that are spray dried, is free from a carrier, which can add calories to the finished product.

Obviously, only time will tell where state bans on select colors land and if, when or how FDA will weigh in on the debate surround the safety of Red dye No. 3, Red dye No. 40 and other colors and additives called out by legislators. But, as illustrated at IFT FIRST, options abound for companies looking for alternatives that will meet changing consumer preferences.