Synthetic food dyes are facing increased scrutiny, prompting many brands to remove Red Dye No. 40 and other petroleum-based dyes from their products. As brands place greater focus on regulations around artificial colors and clean label initiatives, eliminating synthetic dyes has become a pivotal step toward greater transparency and meeting evolving consumer expectations.
Red Dye No. 40 is the most widely used synthetic food dye in the U.S., which enables manufacturers to achieve intense red or red-orange shades in a variety of snacks, cereals, soft drinks, candies and other products. Like all food colorings, Red 40 is used to create a consistent color and enhance the visual appeal of consumable products.
“As the industry continues to move away from synthetic dyes, brands are looking for natural color alternatives that deliver the same visual impact consumers have come to expect,” said Dana Osborn, Marketing Manager, California Natural Color. “Today’s consumers are looking for minimally processed products with ingredients they recognize. California Natural Color answers the demand for clean label colors, offering high-performance solutions derived from fruits, vegetables and other natural sources. These solutions deliver stable, highly concentrated color with vibrant visual appeal across a wide range of different food and beverage applications. At California Natural Color, we’re driving innovation with advanced technologies such as our proprietary crystal color format that offers effective alternatives to synthetic ingredients like Red Dye No. 40.”
The NATCOL U.S. Consumer Food and Beverage Colors Attitudes Study (2025) found a clear preference for natural colors over artificial alternatives and shows that growing awareness of state and federal efforts to phase out artificial colors is influencing purchasing decisions. The study also found that acceptance of natural colors increases when consumers have a clearer understanding of the differences between natural and artificial colors.
“Eye-catching red colors, commonly associated with cherry and strawberry flavors, have traditionally been used to make food and beverage products appear more fun and appetizing,” added Osborn. “Visual appeal is crucial, but rising awareness and concerns associated with synthetic dyes have led consumers to expect colors from natural, sustainable sources. California Natural Color’s Pure Red Carrot, Pure Red Radish and Red Beet products offer manufacturers versatile, clean label replacement solutions for Red 40, providing shade options ranging from bold reds to deep magentas. Red shades capture consumers’ attention and communicate sweetness, craveability and excitement. With our natural red color solutions and highly vibrant crystal color format, brands don’t have to sacrifice bold appearance for a clean label. From energizing red beverages to delicious, vibrant desserts, the possibilities to elevate products with natural color are virtually endless.”
California Natural Color’s products are FSSC 22000 certified and non-GMO. Their high-strength natural color solutions are available in their unique crystal format, delivering stability, formulation flexibility and a multitude of operational benefits for manufacturers. Key advantages of California Natural Color’s unique crystal color delivery format include:
- High color concentration, 5-10X more than liquid food colors
- Stable in a variety of applications
- Up to a five-year shelf life
- Supply chain savings: no refrigeration required, allowing for greater supply chain flexibility and savings in transportation and warehouse storage
- Carrier-free options, enabling zero calories in use
- Clean label, sourced from plant sources
By partnering with California Natural Color, manufacturers can confidently navigate the shift away from synthetic colors while preserving appearance or taste. To learn more about California Natural Color’s solutions and how they can support your product innovation and reformulation goals, visit https://www.californianaturalcolor.com/why-natural-colors/colors/.
Innovations in Food (& Beverage) Technology is a quarterly magazine distributed globally in Digital format. www.innovationsfood.com. X: @Innovfoodtech. Instagram: @innovationsinfoodtechnology. Linkedin: www.linkedin.com/in/terry-prior52
