Color preferences of consumers regarding food color in America have been voiced in a recent survey of shoppers

In a significant shift towards healthier food options, major brands in the U.S. are committing to phasing out chemical dyes from snacks and cereals this year. This move follows the push by health advocates, including the Center for Science in the Public Interest's Thomas Galligan, who has been advocating against synthetic dyes over health concerns, particularly in children.

The preference for brightly colored food is believed to be a result of marketing strategies, with children being targeted due to their tendency to prefer brighter colors. This trend is evident in the food industry, with companies like Kellogg and Mars following a similar pattern. Froot Loops, for instance, are dyed with spices and juices in Canada but not the U.S., while M&M's contain artificial colors in Europe but not the U.S.

However, the move towards natural dyes is not without challenges. Without artificial color, many snacks and cereals look obviously processed. Natural dyes, such as turmeric for yellow, beets for red, annatto for orange, and spirulina for blue, can result in muted colors or colors that fade over time. This was evident when General Mills, ten years ago, announced it would remove artificial dyes from Trix cereal and replace them with fruits and vegetables. However, many shoppers disliked the new version, leading to the reintroduction of artificial dyes into the Trix cereal formula due to consumer complaints.

Kraft Mac & Cheese has already made the switch, removing chemical dyes stealthily and now boasts in its ads that neither consumers nor dogs noticed the change. Yet, masking the flavors of natural dyes in sweets can be a challenge. Marion Nestle, a public health nutritionist, suggests that people perceive food as tasting better if it's brightly colored, whether the taste changes or not.

The debate over chemical dyes in food has been ongoing for decades, with the cereal Trix being a notable example. The Trump administration's health secretary, Robert F. Kennedy Jr., is among those pushing companies to get rid of synthetic dyes in food. As for the future, while major brands planning to eliminate chemical dyes from their products in the USA this year have not been specifically named, the shift towards natural dyes seems to be gaining momentum.

One challenge still remains: maintaining the bright icing for cupcakes and cookies. Another frontier is sports drinks with colors to rival Gatorade. As the food industry navigates these challenges, shoppers continue to prefer the visual appeal of brightly colored food and do not want gray, murky, or dusty-looking food or drinks.

Color preferences of consumers regarding food color in America have been voiced in a recent survey of shoppers