Are You Sure About The Safety Of Your Natural Colors?

There’s no denying consumer demand for simpler ingredients and clean label options has been shaping new product launches for the last few years. While many brands have been catering to these requests by converting to more recognizable ingredients like fruit and vegetable juices for color, today’s consumers want to know even more about what’s in their everyday food, drink, and even their pet’s food. They want full disclosure on ingredients. According to Mintel, 74% of consumers want more transparency of their food product ingredients, and almost no piece of information is off-limits.

Though unintentional, the historic lack of detail about our packaged foods has bruised consumer trust. To build credibility, brands are opening their doors to transparency by sharing the origin of their ingredients, their environmental and social responsibility commitments, as well as their product’s authenticity.

In today’s packaged food products, if companies are not sharing information, they could be viewed as hiding something.

“Ingredients in Food” and “Food Safety” are amongst the top three most searched food related topics per 2018 search engine data from The Center for Food Integrity (CFI). In order to help food manufacturers address consumer demand for greater transparency, ingredient suppliers must disclose information about their processes and products. Through shared values in quality and safety, food manufacturers and ingredient suppliers can restore the foundation of consumer trust. At Sensient, our Certasure™ program includes the industry’s most comprehensive food safety testing protocols to not only provide full supply chain visibility but also brand protection. If product developers ever ask “what’s in my natural color?”, Sensient is able to provide a thorough response that ensures the color’s safety and authenticity.

So do you really know what’s in your natural color?

Watch this video to learn how we help you be sure. We cover three actual food safety cases involving food color, including:

  1. The intentional adulteration of a non U.S. blue/purple corn color
  2. Unintentional high heavy metal content found in Turmeric imported into the U.S.
  3. Unintentional incidences of pesticide residue found on paprika tested by Sensient labs


At Sensient, we feel strongly about the topic of food safety, especially as it relates to color from natural sources. If you ever have any questions, please reach us out to us.

If you ever have feelings of uncertainty about your botanical colors, we are happy to run them through our testing protocols and tell you what it is or what it is not.


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