COLOURS & FLAVOURS
Colour is often the first thing people notice about a product and it can send out a powerful signal about product identity, flavour, and quality”
Rising’ trend very soon, which explores the growing desire to protect and restore the planet and reconnect with nature. “Our EXBERRY colours are made from non- GMO fruits, vegetables, and plants and we offer a full spectrum of food colouring to support clean and clear label declarations. As well as helping brands with the technical aspects of switching to plant-based colours, GNT is also help confectionery manufacturers understand key colour trends and identify effective choices,” says Maartje. According to Maartje, the move towards more sustainable products is having several impacts. “Beyond the importance of sustainable ingredients, we are seeing the emergence of a new palette inspired by the natural world, such as inky teals, rich reds, warm browns, and cloudy yellows. In confectionery, that can mean the treacly browns of sour tamarind, sapote, or carob and tree caramel in old-fashioned boiled sweets and lozenges. Medicinal fruit leathers, gummies, and jellies could feature the flavour and colour of deep-red seasonal fruit alternatives like rowan berries. These products also often feature stories about sustainability, ingredient origins, and authentic processing to help build connections with consumers.”
Shaping perceptions
There has always been an important interplay between colour and confectionery products, exploring how different hues and tones can
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shape consumer perceptions. So, colour should never be considered as merely a visual element in confectionery – it’s a powerful tool that influences consumer behaviour and enhances the overall sensory experience,” according to Stella Munhoz, Oterra’s Marketing Manager for Latin America. Oterra recognises the significance of colour in creating captivating products that resonate with consumers on a deeper level. Through research and development, it has created a diverse palette of natural colours to meet consumer demand for clean label products and which are also designed to help elevate the indulgent experience of confectionery treats. Emphasising the emotional connection between colour and consumer perception, Stella says: “Colours have the remarkable ability to evoke positive emotions and enhance sensory experiences, making them a crucial aspect of confectionery product development.” According to ‘Innova Category Survey
2023 - Decadent Delights: Exploring Global Chocolate Confectionery Trends’ 46% of chocolate consumers agree with the comment “I look for food and beverage that offers healthy indulgent options”. Surveys such as this validate the shift towards healthier indulgence. An adhoc survey undertaken on behalf of Oterra in 2023 seeking confectionery category information spoke to 1,400 people in Latin America backs this up. It showed that 65% of consumers would choose one candy over another because it has natural
colours instead of artificial ones, and 73% of people would spend more money on candies made with natural colours.
An international trend While regional trends may vary, there can be no denying the overarching and global move towards consumers becoming more conscious about what goes into their bodies. Working in the global confectionery marketplace and following the ever-changing series of national, international, and regional health and safety regulations can be quite a challenge. Just oneexample of changing regulatory status is titanium dioxide. Despite having been used for decades, the European Union banned titanium dioxide as a food additive in 2022. In other regions, such as the United Kingdom and Canada, its status differs and ‘there is no conclusive scientific evidence that the food additive is a concern for human health.’ It remains manufacturers’ choice whether they would like to formulate with or without titanium dioxide. So, the development of international products or brands does need to consider a variety of different local regulatory requirements across markets. “To help developers focus on the colour shade without having to worry about regional compliance, Sensient has created a selection of colouring extracts and concentrates that meet stringent regulatory requirements in both Europe and the USA,” says Dr Andreas Klingenberg, Technical Director at Sensient
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