Colour is the single most important product-intrinsic sensory cue that sets people’s expectations regarding the likely taste and flavour of food and drink.

Research has shown that changing the hue, intensity or saturation of food and beverage items can impact the expectations and experiences of consumers.

However, when the colour does not match the taste, the result may be negatively valenced with disconfirmation of expectation.

Why is colour added to food and beverage? 

• Colours protect vitamins and flavours that may be affected by sunlight during storage.
• By using colours, we can enhance the natural appearance of a dish and introduce decorative colours to other foods.
• Off-colour foods are considered inferior; hence colours help reinforce the perception of good quality. 
• The colour of the food can influence the perceived flavour. 

Food colourings are of two types: Natural and synthetic. Not surprisingly, natural colours are a better alternative because they are wholly from plants.

Natural colouring usually appears less vibrant when compared to artificial colouring. This, however, does not affect the taste of your food.

Natural food colours are dyes, pigments or other substances obtained from vegetables, animals, and minerals capable of colouring foods or drugs.

Know your natural colours:

• Red, blue and violet: Derived from anthocyanins found in beetroots, raspberries and red cabbages.
• Green: Derived from chlorophylls, the green pigment found in all leaves and stems.
• Yellow, Orange, Red: Derived from carotenoids found in apricots, carrots and tomatoes.

Synthetic food colours (also called artificial colours) used in the food and pharmaceutical industries are made by chemical reactions. Some food colours include tartrazine, sunset yellow, amaranth, Allura red, quinoline yellow, brilliant blue and indigo carmine.
Due to consumer concerns around synthetic dyes, there is a prevalent preference for natural colours. However, certified and artificial colours remain popular because they are less expensive and effective in giving an intense and uniform colour. They also blend easily to produce a variety of hues. With the high cost of natural colours, a shift from synthetic food colours will be a slow process.