D.D. Williamson poll validates multiple reasons for using food coloring

"The results validate that product developers have multiple reasons to formulate natural coloring in foods and beverages,” says a company rep.

D.D. Williamson conducted a poll at the Institute of Food Technologists (IFT)

By D.D. Williamson

Ice cream cones LOUISVILLE, KENTUCKY, USA (August 21, 2012) – For centuries, food and beverage manufacturers have utilized food coloring for visual appeal. Color remains a key factor in a consumer’s food choice. To further understand why today’s industry employs coloring, D.D. Williamson conducted a poll at the Institute of Food Technologists (IFT) Annual Meeting & Food Expo in June.

DDW asked 97 food industry technologists, “What is the most common reason your company uses natural coloring in applications?” The data demonstrates a three-way tie for first among six possible responses, as follows:

1) 20.6% -- To offset colors that may be lost in storage and distribution

1) 20.6% -- To reduce variations in color from sourcing or processing

1) 20.6% -- To enhance naturally occurring colors

4) 19.6% -- To provide a product’s flavor identity

5) 13.4% -- To color products that are colorless

6) 5.2% -- To protect sensitive flavors or vitamins

“We are surprised with the even division at the top,” observes Campbell Barnum, Vice President. “The results validate that product developers have multiple reasons to formulate natural coloring in foods and beverages,” concludes Barnum.