On 22 April 2025, the US Department of Health & Human Services announced a series of new measures to phase out all petroleum-based synthetic dyes from the nation’s food supply. While the announcement was not an official ‘ban’ of synthetic colors, many food and beverage manufacturers are beginning the process of converting from synthetic colors to natural colors. 

With the movement away from synthetics come questions on how well natural colors can replace them in terms of vibrancy, stability, taste, cost, and more. Each natural color has its own distinct properties and considerations, making reformulation an often daunting task. Givaudan Sense Colour helps ease the transition to naturals by suggesting some considerations to take into account as well as innovations that provide improved performance compared to other natural options.

Vibrancy

Aside from cost, one of the main concerns in switching from synthetics is the shade. Synthetics are known for their vibrant, almost neon shades, low usage rates, and low flavor impact, while natural colors are often thought of as muted.

“It’s a common misconception that natural colors aren’t vibrant” says Fabienne Boukobza-Ravey, New Product Development Manager for the Americas at Givaudan Sense Colour. “There are many natural colors with bright shades, and some that even fluoresce under black lights - like curcumin and beet. We’re constantly looking for new natural sources that will have a bright appearance in application, while still providing a simple label for consumers.”  

One example of this is Givaudan’s new Amaize® Orange-Red, an anthocyanin-based color derived from a non-GMO purple corn hybrid. “Corn is a great clean label option that is easily recognizable by the consumer. It also has a transparent supply chain, is cost effective, and easily scalable. And best of all it is an extremely close match to FD&C Red 40 without the off-note of other natural sources like radish,” says Boukobza-Ravey. 

Natural colors will require higher dosage rates compared to synthetics to achieve these bright shades, but there are other factors manufacturers can consider to help natural colors shine. Tricks like adding the color during specific stages during heat processing can help maintain vibrancy, for example. Base color also influences the vibrancy of the color applied. 

“In panned candies, for example, colors applied directly over a chocolate base will appear more muted compared to the ones panned over a white coating, which helps to better reflect the light without distortions or unwanted undertones,” she says. 

©Givaudan Sense Colour

Stability

Stability is perhaps the main concern for many manufacturers. When compared to synthetics, natural colors may be perceived as being more complex to incorporate in application, whereas synthetics generally have a “one size fits all” reputation. But that doesn’t mean that natural colors are always difficult to use. 

“When using emulsifiers, antioxidants, flavors or any other additive, there are considerations on usage levels, stability, compatibility with other ingredients, and processing techniques. It’s the same with natural colors,” says Boukobza-Ravey. “We always recommend working closely with our color experts who can provide guidance on avoiding ingredient interactions or color fade due to processing. Working together, we can help manufacturers achieve the best results for their consumers.”

For example, during reformulation, manufacturers can explore ideas such as adding colors to the formulation in a certain order, or using opaque packaging or larger labels instead of clear packaging to protect natural colors from light. 

Aside from technical support, Givaudan also offers several new color innovations that can help bridge the stability gap between synthetics and naturals. 

“At the end of 2024 we launched our Endure Red Beet. It’s a red beet option that we’ve stabilised for performance in bakery applications like red velvet cakes,” says Boukobza Ravey. “It offers a more heat stable option that maintains its bright red shade when compared to standard red beet and can be used to replace FD&C Red No. 40 or options like carmine that aren’t Kosher.”

©Givaudan Sense Colour

And in the blue family, we’re excited that the FDA recently added our Galdieria blue to the federal registry, with full approval expected sometime in June,” she continues. “Everzure Galdieria is a phycocyanin blue color similar to spirulina, but it provides better stability in more acidic/low pH applications like beverages and confections. It offers a vibrant, close match to FD&C Blue 1 without compromising on naturalness.”

For decades Givaudan Sense Colour has helped customers all over the world to navigate the challenges of conversion from synthetic colors to natural alternatives, whether it is motivated by market pressures, regulatory changes, or simply because they want to develop attractive and simply labeled products that appeal to a growing segment of consumers. 

“Regardless of the motivation or the priorities, we’re here to help customers make the conversion as seamlessly as possible” Boukoba-Ravey concludes.