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Maximise consumer appeal with plant-based colouring solutions
With shoppers increasingly checking product labels for chemical- sounding ingredients, creating colourful beverages can be more challenging than ever. , GNT’s business development manager, explains why EXBERRY® Coloring Foods represent a future-proof solution to evolving consumer expectations
Consumers demand clean labels Today’s consumers increasingly expect their beverages to come with clean and clear ingredient lists. Mintel research shows that European shoppers are now seeking out natural formulations in everything from carbonated soft drinks to alcoholic beverages. FMCG Gurus’ ‘Beverage Trends in 2021’ report, meanwhile, found that 62% worldwide now say they are concerned about ingredients that sound chemical. The choice of colouring ingredient is a key part of this trend. Today, 76% of consumers worldwide say it is important that food and drink products do not contain artificial colours. At a time when shoppers want products to include only ingredients that they know and trust, even ‘natural’ additive colours with chemical-sounding names can significantly limit beverages’ appeal. Expectations are evolving rapidly, but EXBERRY® Coloring Foods can provide a future-proof solution. These plant-based colour concentrates are made from non-GMO fruit, vegetables and plants using physical processing methods such as chopping, heating and boiling. They are naturally free from any artificial ingredients and do not contain functional additives such as polysorbate or propylene glycol. EXBERRY® colouring concentrates can be consumed at any stage of the production process and they are classed as ingredients rather than additives. As a result, they do not require E- numbers and they qualify for completely clean and clear label declarations, such as “colouring
12 | Beverage
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