A 2011 Nielsen survey found that 78% of shoppers would pay more for foods that were naturally colored. Advances have been made in natural colorings, but formulators still have to compromise on stability and shelf life in products that use natural colorings, said Wayne Morley, head of food innovation at Leatherhead Food Research. "The challenge is to keep going with these improvements until the colors are as predictable as their artificial equivalents. As the colors improve, the compromises will decrease," Morley said.

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