No Artificial Colors in Food: An Ambitious Yet Achievable Goal

The push for natural colors in food has gained significant momentum in recent years, with consumers increasingly seeking products free from artificial additives. While the goal of eliminating artificial colors from food is ambitious, it is indeed doable, as demonstrated by the progress made by some major food manufacturers. However, the transition to natural colors presents several challenges that must be addressed to ensure the success of this initiative.



One of the primary challenges faced by food manufacturers is the performance and consistency of natural colors compared to their artificial counterparts. Natural colors may not provide the same vibrancy, stability, or consistency as artificial colors, which can lead to consumer dissatisfaction with formerly vibrant products that now have duller natural colors. For example, General Mills' Trix cereal and Kellogg's Froot Loops and Apple Jacks cereals struggled to maintain their original vibrancy when transitioning to natural colors (General Mills, 2015; Kellogg, 2015).

Another challenge is consumer acceptance of products with natural colors. Consumers may be unwilling to accept products with duller natural colors, as seen in the case of General Mills' Trix cereal, which initially lost sales after switching to natural colors (General Mills, 2015). To address this challenge, companies must conduct thorough consumer research to understand preferences and expectations regarding color in their specific products. This can help identify which consumers are most concerned about artificial colors and which are willing to accept natural alternatives (Nielsen, 2015).

The availability and cost of natural colors can also pose challenges for food manufacturers. Natural colors may be more expensive and less readily available than artificial colors, making it difficult for manufacturers to source and use natural colors on a large scale (Nielsen, 2015). To overcome this obstacle, companies can collaborate with suppliers to ensure a steady supply of natural colors at competitive prices.

To address these challenges, food manufacturers can invest in research and development to improve the performance and availability of natural colors. This can help close the gap between artificial and natural colors, making the transition more feasible (Mars, Incorporated, 2016). Additionally, companies can gradually transition products to natural colors, allowing consumers to adapt to the changes. Clear communication about the transition and the benefits of natural colors can help manage consumer expectations (Mars, Incorporated, 2016).

Regulatory bodies, such as the FDA, play a crucial role in promoting the use of natural colors and encouraging the removal of artificial colors from food products. By approving and setting standards for natural color additives, the FDA encourages their use in food products. For instance, the FDA has approved the use of natural colors like annatto extract (yellow), dehydrated beets (bluish-red to brown), caramel (yellow to tan), beta-carotene (yellow to orange), and grape skin extract (red or purple) in foods (FDA, 2025). Furthermore, the FDA can revoke the authorization for a color additive if it is found to be unsafe, as it recently did for FD&C Red No. 3 due to its link to cancer in animals (FDA, 2025). This action encourages food manufacturers to find safer, natural alternatives.

In conclusion, the goal of eliminating artificial colors from food is ambitious yet achievable. Food manufacturers must address challenges such as performance and consistency, consumer acceptance, and availability and cost of natural colors. By investing in research and development, conducting consumer research, collaborating with suppliers, and gradually transitioning products, companies can successfully transition to natural colors. Regulatory bodies like the FDA play a vital role in promoting the use of natural colors and encouraging the removal of artificial colors from food products. With the right strategies and support, the food industry can achieve a future free from artificial colors.