Food Colors EMEA. “These solutions can satisfy consumers’ desire for natural ingredients. Sensient’s portfolio originates from traditional foods, such as vegetables and fruits and combines colouring efficiency with stability. Sensient’s formulation know- how and technical expertise can achieve intense and vibrant shades in all the colours of the rainbow.”
Sensient argues that, alongside the trend towards ‘better-for-you’ ingredients, consumers do still love colourful confectionery. “Humans have an inherent preference for brighter colours, and a product’s visual appeal has a significant impact on purchase intent, flavour expectation and overall product quality,” says Andreas. He pointed out that brightly coloured pan-coated sweets are still enjoying higher popularity than their muted counterparts. “ More vibrant colour is perceived to be more appetizing and flavourful and receives a higher quality perception,” he says. “Lastly, sweets with brighter colours can be perceived to be sweeter, giving brands a great opportunity in
the context of sugar reduction agendas.” Today social media platforms are also gaining ground when it comes to influencing consumer interactions and choice, and here colour is key in meeting consumers’ desire for ‘share-worthy’ or ‘Instagrammable’ sweets! According to Sensient, yellow shades are among the top three colours for confectionery launches today. Traditionally, synthetic colourings, such as Tartrazine, would have been used to achieve those vibrant, intense colour shades, especially in markets like the USA or Middle East and North Africa (MENA). The growing demand for natural ingredients, however, is leading confectionery companies to look for alternatives and Sensient’s recent addition to its Intense Yellow family achieves a colourful, vibrant yellow naturally. To achieve this it has used the vividness and positive perception of curcumin, while minimising the limitation arising from its light stability. It is said to provide good fit for confectionery and sugar decorations and excels in preventing migration and fading.
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”
Unfortunately, there will never be a simple one-size-fits-all approach to colour selection. It’s all about choosing the colours and shades that will meet the legislative requirements of the regions the product is aimed at and will help build a strong narrative around a particular brand or product’s identity and flavour to ensure you are sending out all the right messages to your target consumers.
KennedysConfection.com
Kennedy’s Confection March 2024
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