Europe. “Soft, simple pastel hues, such as pinks, purples, and reds are being used in products such as gummies, foamies, and pressed tablets and are very popular in vegan confectionery,” continues Maartje. “There are also a lot of colours that are naturally derived directly from fruits, such as lightly coloured jellies with real encapsulated fruit for a stained-glass effect.


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The appearance of these products is used to enhance the ‘clean treat’ experience, helping to signal self-care and conscious indulgence.” Products are not only becoming more natural and healthy but are also becoming more sustainable too. More and more brands are moving to the use of biodegradable or recycled packaging materials and are using


these to showcase their environmental credentials with claims such as ‘vegan-friendly’ and ‘Rainforest Alliance-certified’. “It’s clear that sustainability is becoming increasingly important to consumers of all ages,” confirms Maartje. “They are thinking more about how food and drink is produced. We are due to publish our analysis on this ‘Regeneration


Kennedy’s Confection March 2024 17


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