Better-for-You Product Development: Removing Artificial Colors and Best Practices for Working with Natural Colorants

Consumer demand for clean label, natural, and plant-based products continues to drive reformulation efforts across the food and beverage industry. One of the biggest shifts in recent years has been the move away from artificial colors (FD&C dyes) in favor of natural colorants derived from fruits, vegetables, plants, and minerals.

This change is driven by several factors:

• Consumer perception and preference for “free from” products 
• Concerns around potential health effects associated with synthetic dyes 
• Increased scrutiny from regulators and retailers 

However, replacing artificial colors is not as simple as a one-to-one substitution. Synthetic dyes have long been favored for their color vibrancy, stability, and cost-effectiveness—and natural colors often fall short without careful formulation. 

This paper outlines the common challenges when removing artificial colorants, and shares best practices for creating stable, visually appealing, and cost-effective products using natural alternatives.

Key Challenges When Replacing Artificial Colors

1. Color Stability

Artificial dyes, such as Red 40 and Blue 1, have earned their reputation for reliability due to their exceptional stability under a wide range of conditions. They consistently perform well across various pH levels, temperature ranges, and processing methods, making them a go-to choice for food and beverage applications. In contrast, natural colorants—though highly sought after for their clean label appeal—present unique challenges. They tend to be more sensitive to environmental factors such as light, oxygen exposure, pH shifts, and heat, often requiring extra care during formulation. 

Common stability issues with natural colorants include: 

• Color fade or browning over time: This is especially noticeable in clear beverages, where vibrant hues may gradually dull. 
• Color precipitation and settling: Natural pigments can sometimes separate and settle at the bottom of liquid products, compromising visual appeal. 
• pH sensitivity: A dramatic color shift can occur once the formula is acidified, which might significantly alter the intended appearance of the product. 

For instance, a formulation may appear flawless during bench-top testing, showcasing a vibrant and appealing hue. However, as soon as the product is acidified to a beverage-appropriate pH, the color may shift unexpectedly resulting in an entirely different shade. Similarly, a natural red may fade or gradually transition to a yellowish tone over time, influenced by the specific matrix of the product. 

2. Color Matching & Format Compatibility

Achieving a visual match between natural and synthetic colors is one of the most challenging aspects of working with natural pigments—particularly across diverse product formats. 

Key challenges include: 

• Variation in delivery forms: Natural colors behave differently depending on whether they're in liquid, powder, or emulsion formats, each interacting uniquely with the product matrix. 
• Multiple color variations: Natural pigments often come in several distinct shades (e.g., 3–4 variations of red), each tailored to specific applications, further complicating consistency. 
• Shelf life and distribution: Maintaining visual consistency across extended shelf life and varying distribution environments can be particularly tricky. 

Among these factors, pH stands out as one of the most impactful variables. For example, anthocyanin-based colorants exhibit dramatic shifts, ranging from red to purple to blue, based on pH levels. Even slight changes in pH can result in an off-color appearance that may not align with expectations.

3. Flavor Impact

While most natural colors undergo refinement processes to minimize off-flavors, they can still subtly influence a product's flavor profile—particularly at higher usage levels. This effect becomes most apparent in applications with delicate or nuanced flavor profiles, such as beverages or light-flavored confections. 

Key Considerations: 

• Flavor Interaction: In beverages, for instance, the natural colorant's underlying taste may clash with or even dull the intended flavor, altering the overall sensory experience. 
• Use Levels: Higher concentrations of natural colorants, required to achieve the desired visual appeal, increase the likelihood of these subtle flavor notes becoming noticeable. 
• Matrix Sensitivity: Lightly flavored products are more prone to these challenges, as their flavor profiles lack the intensity to mask or balance the contribution of the colorant. 

These interactions underscore the importance of carefully selecting and testing natural colors to find the right balance between visual appeal and flavor integrity. Collaboration with expert formulators and sensory analysts is crucial in identifying the optimal solutions for each product type. 

4. Cost & Ingredient Sourcing

Natural colorants are generally more expensive than synthetic dyes, not only on a per-unit basis but also in terms of the quantities required to achieve desired visual results. Despite these higher costs, there are strategic approaches to optimize expenses and balance quality, performance, and budget.

Strategies to Optimize Cost:

Cross-Vendor Comparisons: By evaluating multiple suppliers, we can identify the best-performing natural colorants that deliver the desired visual impact while also offering competitive pricing. This approach ensures a cost-effective solution without compromising on product quality.

Full Formula Cost Reduction: Cost optimization doesn’t stop at colorants. By re-evaluating and refining other components in the formula, we help reduce the overall Cost of Goods Sold (COGS). This holistic approach allows manufacturers to offset the higher costs of natural colorants while maintaining their product’s integrity.

Certification and Brand Alignment: Selecting colorants that align with specific certification or brand goals—such as organic, vegan, or clean-label requirements—ensures that the product resonates with target consumers. Careful consideration prevents over-engineering, allowing manufacturers to meet these standards without unnecessary complexity or expense.

By adopting these practices, businesses can successfully integrate natural colorants into their formulations without exceeding budget constraints, all while maintaining product quality and meeting consumer expectations.

Formulation & Stability Solutions with Natural Colorants 

Our team has extensive expertise in working with natural colorants across diverse product categories, including beverages, gummies, surimi (imitation seafood), confections, sauces, and more. We’re here to guide brands through the complexities of formulation and stability with tailored strategies. 

Color Matching & Instrumental Testing 

• Advanced Tools: Utilizing the HunterLab colorimeter, we measure and compare colors in both solid and liquid formats for precise results. 
• Delta E Calculations: By quantifying the difference between two color samples, we ensure the variation remains within a range that’s imperceptible to the human eye. 
• Matrix-Specific Guidance: We help you select the optimal colorant for your product’s matrix, format, and pH range, ensuring the best results for your specific application. 

Stability Optimization 

• Thorough Testing: We conduct both real-time and accelerated stability testing to assess risks like color fade, precipitation, and pH-related changes. 
• Strategic Formulation Adjustments: While there’s no universal stabilizer for natural colors, we proactively address challenges by optimizing emulsifiers, pH levels, and product structure.

How We Help

Replacing artificial colors can be daunting—but we’re here to help every step of the way. Our team has hands-on experience with: 

• Color screening and matching 
• Matrix-specific recommendations for stability and performance 
• Vendor comparison  
• Ingredient cost optimization 
• Regulatory review and clean label positioning 
• Full formula reformulations not just ingredient swaps 

Our team draws on extensive experience working across a wide range of product types to address the challenges of replacing artificial colors with natural alternatives tailored to each specific application. For instance, in beverages where a natural red may gradually settle over time, we often recommend transitioning to an emulsified system, adjusting the pH balance, or rethinking the delivery format to improve stability. In smoothie-style formulations, opting for a different colorant or restructuring the formula may be the best approach to preserve vibrant hues and reduce visible fading. 

Conclusion 

Removing artificial colors is no longer optional—it's a growing consumer expectation. But natural colorants bring real formulation challenges that require expertise in processing, sensory, and ingredient performance. 

Our team has supported countless brands through this transition, across a wide range of categories and conditions. Whether you’re developing a new better-for-you product or reformulating a legacy item to meet modern expectations, we can help you identify the right solutions—without compromising on appearance, stability, or cost. 

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