Color Influences Purchase

whitepapers_beverages_inlineColor has tremendous influence on consumer purchase decisions of food and beverages.

Nine out of 10 consumers place visual appearance and color above other factors when shopping.

As many as 85% of consumers place color as a primary reason for why they purchase a product (Kissmetrics, Colourmatters.com).

When Anthocyanins Don’t Work

Anthocyanins can provide a bright red to bluish-red hue and are a good replacement for synthetic dyes (Red 40 and panceau 4R – two of the ‘Southampton Six’ synthetic colors); however, anthocyanins are unstable at pH >4.5. At this relatively higher pH, these pigments change from red to blue, are not stable and are rendered ineffective in low acid products.

As a result, there is a gap in naturally-sourced, consumer-friendly, stable red colors.

The need for red colors for higher pH conditions and limitations of other colorants is discussed in this white paper, along with properties of Kalsec® naturally-sourced red colors including hue, stability and formulation challenges.

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