With conversion driving conversation across the food and beverage market this year, I’ve been getting a lot of the same questions. Brands, manufacturers, and industry heavy hitters are all trying to thread the needle with the perfect timing to move from synthetic dyes to natural colors:
a handful want to be first, but certainly no one wants to be last.
Today I’m answering a few of the most common questions I’m hearing lately:
While consumer demand is the most-cited reason for brands moving from synthetic dyes to natural colors, a shifting regulatory environment is also having an impact. Sensient’s Global Regulatory Team stays up-to-date on all the latest regulatory news and guidelines in every major region. Their expertise is unparalleled within the industry, and they make it a priority to publish global quarterly newsletters covering updates in each region. Request a copy of the latest newsletter here.
We’re currently seeing that the most urgent legislation in the United States is targeting food and beverages sold in schools. Many of those bills have already passed and are impacting states including Arizona, Delaware, Texas, West Virginia, and Utah. The FDA’s ban of Red 3 will take effect beginning in 2027 for food products. To state ahead of the latest regulatory news, subscribe to our newsletter.
While it may seem like there’s plenty of time to reformulate, the surge of demand for natural colors from both consumers and other brands indicates that waiting to switch to natural colors is a bad idea. Shelves are already beginning to fill with competitors touting claims like “colors from natural sources” and “no synthetic dyes”, appealing to consistent consumer requests for clean labels.
LEARN WHAT CONSUMERS ARE LOOKING FOR IN REFORMULATED PRODUCTSSensient’s consumer research found that three quarters of consumers look at labels for natural color ingredients. These eagle-eyed shoppers are seeking reformulated products now, not in 2030. Brands that fall behind risk losing loyalty and credibility with consumers.
Further, demand for natural color ingredients globally is projected to potentially outpace supply in the short term. While the market adjusts, manufacturers that have secured contracts with trusted color suppliers are at the front of the line, while latecomers may find themselves in limbo wondering what’s left after everyone else has taken their pick.
No, most synthetic colors remain legal in the United States and Canada for use in food and beverages. The FDA’s ban of Red 3 takes effect for food and beverages in 2027, so brands need to complete their formula renovations now—and quickly.
However, consumer sentiment has turned the tide against synthetic colors, and brands that wait to switch are likely to miss out on opportunities to capture shopper interest and loyalty.
If you produce food and beverages sold in schools in states with active or passed legislation in that area, the time is now. Similarly, if you still have formulas containing FD&C Red 3 for pinks and reds, you have a very limited shelf-life remaining before the FDA ban takes effect.
If you have not yet started the conversion conversation within your company, you’re behind early adopters who have already completed conversion projects for market-leading products.
We’re here to help. Reach out to my team with any questions.
