A colorful perspective!

The growing concern for health and wellness is showing an increasing demand for functional benefits in food and beverages. However, when it comes to managing one’s own holistic wellbeing, other product attributes in the food and beverage category are equally important, a key one being color!
Whilst health and wellness are on the news every day, natural color gains equal importance in food and beverage applications today. Not only does color significantly affect our taste expectation, colorful food and beverages will influence our mood and behavior verifiably. Exactly this property has taken on a significant importance for consumers during the current challenging times of COVID-19 and opens up new possibilities for manufacturers today.

Eat (and drink) with your eyes
The link between color and mood provides a perfect entry point for new product launches providing the sought after ‘comfort’ benefit to consumers. As health-conscious consumers are increasingly looking for new ways to improve their mind and body, colors that are specifically associated with immunity and health benefits gain further attraction in food and beverages (Food Ingredients First, 2020).
Good examples of this are the colors yellow and orange. In addition to immunity these colors also embody consumers’ pursuit of renewal and the desire to move forward (Food Navigator USA, 2020). Green is particularly associated with immunity and overall general health. These colors are perfectly suited for immunity food and beverages products like ice cream and chocolate. Red, on the other hand, stands for vitality and energy. It signals among others the “start of a new era” (Food Navigator USA, 2020). We therefore predict that red will play a major role in new product launches in 2021.

Nature provides an incredible diversity of colors
Especially young consumers want bright, bold and highly Instagram’able products with story potential. Nevertheless, it is advisable to keep in mind that naturalness is still a primary driver of preference when choosing food and beverages hence chosen colors should not cue unnatural ingredients.
Combining naturalness with the functional power of nature, we have developed a wide range of our SuperFine powders. These super finely ground powders are ranging from well-known plants such as peppermint and matcha to offerings that are more exotic. Most of them known for their traditional remedies and perceived functional benefit. Our SuperFine powders are offering exciting coloring opportunities for food and beverages. And what’s best: 100% natural.

Do you want to hear more about the colorful perspective nature has to offer? Get in touch with us (sales@martin-bauer.com) and we will find the perfect solution for you.
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