Increased Demand for Natural Blue Food Colors Propelled by MAHA's Acceleration of Clean Label Movement Observed at FUL Foods

FUL Foods, a Netherlands-based startup founded in 2020 by Cristina Prat, Julia Streuli, and Sara Guaglio, has launched its new functional drink, BLUwater. The drink, which features spirulina extract, is not only a short-term revenue generator but also serves as a showcase of FUL Foods' capabilities to potential B2B customers.

BLUwater is part of FUL Foods' mission to provide heat- and acid-stable spirulina-based natural blue colors to food manufacturers. The company sources spirulina from partners growing it in photobioreactors, but can also source raw material from firms growing spirulina in open ponds.

The spirulina protein produced by FUL Foods is particularly suited for alternative dairy applications due to its high iron and calcium content and good foaming properties. This makes BLUwater an attractive option for companies aiming to phase out synthetic food colors, a trend that has been growing for some time, but has been accelerated by the MAHA (Make America Healthy Again) movement.

Firms have been targeting a switch to natural colors by the end of 2026, with 2027 being the target for launching with all natural color products. Many companies are following this trend, with FUL Foods conducting trials with multinationals for the spirulina protein and having done application work and testing.

FUL Foods' positioning for BLUwater is around antioxidant hydration. The drink is distributed through Compass Group and will be launched in 8,000 micro markets this month, primarily in workplaces. This distribution model, where BLUwater is often provided for free at offices, sets it apart from other functional drinks that compete on store shelves with 20 or more similar products.

In addition to the blue color, FUL Foods plans to scale its nutrition platform, which includes the protein, the fatty acids, and the beta carotene. The company has filed several patent applications for extraction technology that delivers more stable blue colors at a low pH (2.6+) and high temperatures. One of these patents covers the extraction of spirulina protein.

The new patent on spirulina protein is part of FUL Foods' strategy to retain the value of the side stream and commercialize a spirulina protein. The company aims to commercialize the spirulina protein within the next 24 months.

It's worth noting that GNT Group, a company currently developing a patented process for extracting spirulina-based blues with high stability at low pH and high temperatures, has also filed four patents for this process.

In conclusion, FUL Foods' launch of BLUwater marks a significant step in the company's mission to provide natural, functional, and nutritious products to the food industry. With its focus on antioxidant hydration and its unique distribution model, BLUwater is poised to make a splash in the market.

Increased Demand for Natural Blue Food Colors Propelled by MAHA's Acceleration of Clean Label Movement Observed at FUL Foods