Propelling Innovation in Clean-Label Flavors and Colors

As consumers seek clean-label products, and natural ingredients over synthetic ones, innovation in formulation and product development around natural colors and flavors will be critical.

The global market for natural flavors and colors is expected to surge from $1.46 billion in 2023 to $3.48 billion by the end of 2030, at a CAGR of 8.32%, according to Verified Market Reports.

Demand for natural alternatives will continue to ramp up amid regulatory pressure in the U.S., both on the federal level, and also with a patchwork of state regulations prohibiting the use of certain artificial colors and other additives.

Several food industry giants, such as Tyson, PepsiCo, General Mills, Kellogg, Danone North America, and Treehouse Foods have announced their intention to phase out artificial colors and additives from their product lines.

Supplement brands are also reformulating. Earlier this year, sports nutrition company Bodybuilding.com reformulated its Signature line of protein, creatine, amino acids, and other products with the removal of all artificial dyes and coloring, and implemented new sourcing practices to ensure its products are clean label.

Designs for Health recently reformulated its EssentiaGreens and Reds Superfood powder blends to contain no artificial sweeteners, fillers, or bulking agents; the new products are available in strawberry kiwi, chocolate, and unflavored varieties.

Earlier this year, New Chapter launched a line of liquid multivitamins, available in orange mango and mixed berry flavors; both products are IGEN Non-GMO tested, and the orange mango flavor is certified as Where Food Comes From Organic. Unlike some other liquid multivitamins, the products are made without potassium sorbate, a chemical preservative, and the bottle is 99% post-consumer recycled plastic.

SmartyPants uses monk fruit extract and allulose to sweeten its vitamin and omega-3 gummies, along with plant-based extracts such as black carrot for color.

Similarly, Garden of Life’s Organics Whole Food Gummies derive all of their flavors and colors from a whole food base of fruits and vegetables. The certified organic products are sweetened with sugar from organic fruit and are produced with pectin derived from apples and oranges.

Ever More Adventurous

Wellness shoppers are looking for sophisticated taste profiles that exude natural qualities.

Sensapure, in its 2025 Flavor Trends report, noted that the booming “adult” soft drinks market is skewing toward more complex flavor profiles featuring herbs and spices. Likely to generate buzz in this segment are select aromatics like elderflower, lavender, rosemary, ginger, and dandelion; exotics like golden mango, Marcona almond, goji berry, yuzu, calamansi lime, prickly pear, and lychee; and natural spices like saffron, jalapeno, turmeric, chili lime, cardamon, and pimentón.

“Consumer palates are becoming even more adventurous and they’re gravitating toward globally-inspired, botanical, and functional/wellness-based flavors, such as yuzu, hibiscus, turmeric, cardamom, and matcha,” said Nancy Thomas, manager of beverage applications at Bell Flavors and Fragrances.

“There’s also growing interest in flavors associated with mood or cognitive benefits since flavors and aromas alone have the potential to evoke a sense of alertness,” she continued. “(Think mint, coffee, and orange flavors) as well as a sense of calm (lavender, cucumber, and warm spices). It can help to add ‘sensate’ flavors to boost a flavor profile’s intensity by activating our senses, basic tastes, and trigeminal sensations.” Think menthol’s cooling effects, or a Szechuan peppercorn-like heat, she said.

“There is particular opportunity with hops for refreshing bitterness in functional non-alcoholic beverages like sparkling waters or carbonated soft drinks,” said Kelly Newsome, director of global product marketing for colors and savory flavors at ADM. “Peppery, clove-like holy basil, which has traditionally been cultivated for Ayurvedic purposes, is popping up in supplements targeting stress relief.”

Meanwhile, functional foods and supplements targeting areas like immunity, hydration, digestion, energy, heart health, bone/joint health, and women’s health are all about bittersweet and bright citrus flavors such as grapefruit, bergamot, Meyer lemon, and tangerine.

Berry profiles also have wide-ranging associations to wellness targets in consumers’ minds, per ADM’s consumer research, such as focus, cognitive health, energy, weight management, hydration, heart health, and women’s health, noted Newsome. And consumers are most likely to draw mental links between digestion, relaxation, and sleep with flavors like honey, ginger, watermelon, tea, pineapple and other tropical flavors, and creamy/dairy profiles.

Certain flavors help consumers perceive that a product is “cleaner” or more natural, noted Simon van Wieringen, global product manager for wellness at Givaudan. “Botanical extracts such as yerba mate, chamomile, and hibiscus exemplify this approach, providing a clean taste, consumer-friendly labeling, and a compelling sustainability narrative.”

Consumers want colors to be congruent with flavors, even if added ingredients are required. “For example, lavender extracts often appear yellowish or brownish, while consumers expect the vibrant color of fresh lavender. To meet these expectations, we can use purple blends from our Vegebrite fruit and vegetable juice concentrates, along with phycocyanins like Everzure Galdieria or spirulina to create visually appealing products.”

Greens and Blues are Wholesome Hues

Consumers now affiliate natural-looking green and blue colors with nourishment, experts noted.

“Greens, from earthy shades to more subdued tones, are prominently showcased in this sector, capturing health-minded consumers’ attentions,” said Newsome. “Across dietary supplements and functional foods, U.S. consumers connect green to products supporting digestion and weight management. The pistachio-green shade is particularly hot right now.”

ADM’s consumer research supports that conclusion; consumers told the company they’re most likely to connect softer blue and purple hues to cognitive health or mood/sleep supplements. “Floral flavors like lavender pair well with muted purples and blues, fitting in with functional foods featuring solutions for supporting relaxation and mood,” said Newsome.

ADM’s blue color, sourced from the Amazonian huito fruit, has filled a significant gap as a light-, heat-, and pH-stable means of creating blues, purples, and greens to support these trending colors.

Cleaning Up Labels

Health and Human Services Secretary Robert F. Kennedy Jr., has made it a top priority to remove many synthetic additives, including flavors and colors from the nation’s food supply. There’s also a growing patchwork of state bills banning many food additives, and strong consumer pressure to phase out anything that might be perceived as artificial.

“We see a 100% shift over to natural colors. Rarely do customers ask for artificial colors,” said Kevin Kumetz, senior formulator at Vitaquest’s product development department. “There are many vibrant and appealing natural color options out there from multiple vegetable sources. In terms of flavor, clean label may be all-natural, non-GMO flavors, all the way to fruit juice extracts for flavoring.”

“Brands are clearly marketing ‘no artificial colors or flavors’ across the front of product labels, further supporting that this message is resonating with consumers,” said Melanie Bush, vice president of science and research at Artemis International. She noted that “obviously fake” colors may soon be avoided amid increased public scrutiny.

“Consumers want easy-to-recognize ingredients. Combined with evolving regulations, brands are shifting away from artificial dyes to natural colors,” said Dana Osborn, marketing manager of California Natural Color. Energy drinks, powdered beverages, and gummies are under strong pressure as they’re “often consumed on a daily basis, and consumers are paying even closer attention to the ingredients in these formulations … Color is becoming a deeper part of the story beyond visual appeal, to signal quality and transparency.”

Bush concurred, noting that negative press around artificial sweeteners further ensures that beverages have the most to lose. Children’s products are also feeling the heat. “Some of the early negativity around synthetic and chemical dyes was publicized due to studies linking artificial food dyes to hyperactivity in children and allergic reactions. The trend toward distrust of artificials started with children and has permeated throughout the market,” said Bush.

It can be challenging to convey that a product has natural flavors and colors due to FDA rules on when the word “natural” can appear on product labels. While FDA isn’t particularly active on this front, straying from FDA guidance creates low-hanging fruit for the plaintiff’s bar, said Rend Al-Mondhiry, partner at Amin Wasserman Gurnani and co-chair of the firm’s regulatory practice group.

Because the word “natural” carries risk, she added that “it’s prudent for brands to think of alternative terms to truthfully convey to consumers the qualities of their products. For colors, ‘non-synthetic’ or stating ‘no synthetic colors’ is one possibility. For flavors, it gets more complicated because it involves an analysis of all ingredients in the product, not just those added for flavor. For example, citric acid or malic acid may be added for a reason other than flavor, but because they can serve a flavor function and may not be ‘natural’ depending on how they are produced, claims like ‘naturally flavored’ might pose a risk, mainly from a class action standpoint, as we don’t often see FDA raise issues with technically incorrect flavor language.”

Even when a product only contains “natural flavors,” she continued, “getting the flavor language right involves a deeper analysis of whether a flavor simulates, resembles, or reinforces the called-out flavor.” Manufacturers should educate themselves with input from flavor and color suppliers, and counsel or consultants familiar with these nuances, she advised.

Generally, it’s important to “look at the product as a whole, rather than focus on certain ingredients, and any intended claims based solely on those ingredients. In addition, when choosing a flavor or color additive, brands first need to confirm that the additive is safe at its intended level of use; this means understanding what foods it can be used in, the amount that may be used, and any other use restrictions.”

Even if a color additive comes from a natural source, the end product may not be labeled as “natural” if that additive would not normally be part of that food, or if the ingredient was processed in such a way to question its natural status, noted Bush. “This provides an undue challenge for companies trying to market a clean product made with only ‘natural’ ingredients,” she said.

For example, if beet juice is used in a strawberry-flavored product to color it red, FDA classifies this as “artificial,” based on the position that consumers could be misled. “On ingredient labels, manufacturers can specify natural colors using full names, such as ‘spirulina extract for color; or ‘vegetable juice for color’ rather than just ‘colors.’ Additionally, front-of-label callouts can highlight these ingredients while adhering to FDA standards,” said van Wieringen.

As natural colors and flavors become more common, consumer education will be a challenge. “Natural flavors contain organic compounds sprayed on clean label carriers such as gum acacia and tapioca maltodextrin,” said Kumetz. “Lately, the spotlight on natural flavors and that consumers do not understand their composition is the biggest hurdle. Hopefully, brands can utilize their marketing channels to debunk misinformation.”

Consumers are often confused about stabilizers, processing aids, and other additives, noted Bush. “This could result in further details and explanations on labels, such as clearer disclosure of the source of additives, whether they are animal- or plant-based, where they’re sourced from, how they’re processed, and so on.”

Kumetz noted that there are plenty of masking agents, gums, and stabilizers that also can be used to ensure a finished product meets NSF, Non-GMO Verified, and other certifications.

What Could Be Next for the  MAHA Movement?

There are many other chemicals in the food supply that HHS may seek to phase out.  “In May, FDA issued an updated list of chemicals under review, and noted it will also take steps to expedite its review of those currently under review like phthalates, propylparaben, and titanium dioxide,” said Al-Mondhiry. The list is mostly environmental and process contaminants and food contact substances.

“We’re also seeing a rise in influencers and podcasters in the ‘healthy and natural’ food space who seem to have the ear of HHS/FDA. We’re already seeing ongoing attacks on seed oils, for example, so keeping up with what ingredients are being discussed on social media is becoming increasingly important,” she noted. “In addition, states are moving ahead with their own restrictions and requirements for certain ingredients, creating a patchwork that could be difficult to navigate.” 

Currently, it’s unclear if FDA has the means to preempt state bans, Al-Mondhiry noted. “In the meantime, states are likely to continue passing their own unique laws restricting certain additives, and, in some cases, requiring label warnings, leaving brands to navigate the patchwork with no resolution in sight.”

“We’re expecting new guidance on what qualifies as ‘natural,’ which will further drive innovation and reformulation,” said Justin Kozlowski, vice president and commercial general manager of Bell Flavors and Fragrances’ flavors division. “More natural color options are becoming available for use in foods, and we anticipate consumer expectation to shift around what they’re looking for in a flavor or color, likely aligning with more true-to-fruit offerings.”

It’s noteworthy for this segment that Secretary Kennedy previously expressed interest in eliminating the self-affirmed GRAS (Generally Recognized As Safe) pathway to market for dietary ingredients. While color additives are subject to a separate FDA approval process and wouldn’t be directly impacted, “there could be greater scrutiny of any ‘non-natural’ color the industry is seeking to get approved, though it seems unlikely companies would be seeking such approvals given the current environment,” said Al-Mondhiry. “With regard to flavors and other food additives, if a review or elimination of the self-affirmed GRAS pathway moves forward, I expect HHS will be prioritizing certain ingredients and it’s possible flavor additives could be impacted.”

Formulation Innovations and White Spaces

Kumetz noted that “flavor houses are creating better-tasting, more concentrated, aromatic, and versatile flavors that allow formulators to use them across multiple categories of supplements.”

Covering the bitterness of functional ingredients remains one of the biggest challenges today. 

As a result, Bell Flavors and Fragrances is placing its energy into earthy, citrusy, or herbal profiles that pair well with functional ingredients, Thomas noted.

Modern technologies, like microencapsulation or molecular stabilization, or more basic solutions like overages, tailored packaging, and natural add-ons, can help to slow down degradation of natural colors over time, noted Bush.

“We have substantially enhanced machinery that can extract and refine to more exacting requirements and at lower costs,” she said. “Across the industry, packaging has improved to allow for better stability. Flavors have come a long way to reproduce fruity, savory, and even dairy-mimicking notes. There are still some gaps with overall stability in certain environments, or the vividness of colors and flavors, but technology will continue to advance to help natural options be as versatile as possible.”

California Natural Color utilizes a crystallization process that improves the stability and concentration of natural colors, noted Osborn, delivering about 5-10 times the color strength compared to liquid food colors. The natural colors don’t require refrigeration, and have a shelf life of up to 5 years.

“With natural colors, selecting the right source of raw material is the first step to success as some raw materials are better suited than others in an application,” she said. “Many of our colors are derived from specific fruit and vegetable anthocyanins that provide a more complex pigment matrix, resulting in stable colors that retain their shade. There is a major opportunity for brands to modernize their label and build consumer trust with clean
label ingredients.”

ADM has developed micronization technology to enhance the stability and uniformity of its Colors from Nature library, Newsome noted. This technology can also mitigate flashing, streaking, and bleeding in beverages, powders, and mixes. “Additionally, our patented color emulsions support stability through formulation and shelf-life conditions, from high heat to acid- and light sensitivity.”

“Our extraction technology provides further stability by removing starches, sugars, and proteins from our colors,” she continued. “Plus, our extraction, deodorization, and masking technologies ensure our shades do not have inherent off-notes or off-aromas, which are common when using colors derived from natural sources.” 

Product consistency can be challenging, noted van Wieringen, “due to seasonality, climate changes, and processing methods … For food manufacturers switching to natural colors, the shift is often conceptual, as many believe they need a 1:1 replacement for synthetic colors. Often, a more effective approach is to start with the desired effect and work backward to identify sustainable natural sources.”

For example, he continued, “our hibiscus extract is associated with gut health benefits and has an acidic, floral flavor. However, standardizing the vibrant red-purple color of the flower in application may require the use of our preservation techniques and the addition of other natural colors.”

In some instances, the gap in functionality between artificial and natural sources has been fully closed, Newsome said. “Our proprietary technology is a critical aspect of our highly-stable red colors portfolio, providing alternatives to both Red No. 3 and Red No. 40. Pulling from raw materials like our purple sweet potato, black carrot, and red beet, we can specifically match the bright and true red tones provided by Red No. 40, while also helping manufacturers optimize their cost-in-use throughout their switch to colors derived from natural sources.”

While some companies might hesitate to switch to a natural, somewhat less vibrant or extreme flavor or color, a rising tide lifts all boats, noted Bush.

“If the industry as a whole adopts cleaner labels, it is doubtful a consumer will stop purchasing a beverage because the color is a lighter red instead of an electric red because it has been reformulated with natural colorants,” she said.

Parity in cost between synthetic and natural options is another area where the industry is making progress.

While synthetic options result in a lower price point, people are often willing to spend a bit more on what they perceive as more wholesome, said Bush, and “brands will find a way to incorporate the cost of natural alternatives into their bottom line.”

“Increased demand for naturally sourced colors will likely spearhead new formulation technologies and push economies of scale, reducing costs and ultimately leading to a lower cost in use,” concurred van Wieringen, noting that the European market is a perfect case study.

“The long-term value lies in building consumer confidence through recognizable and trustworthy ingredients while still delivering appealing visual experiences,” he said. “Sustainability, provenance, and carbon footprint continue to remain top of mind” among consumers, despite the added cost.

GLP-1 Impact

With personalization advancing in today’s marketplace, how biological and lifestyle factors might influence taste perception should also be considered.

McCormick Flavor Solutions recently issued a report highlighting the top factors influencing an individual’s taste perception. Age is hugely influential; taste bud degeneration begins at age 45 and loss in the ability to perceive sweet, salty, or bitter notes becomes apparent by age 50.

Hunger, on the other hand, amplifies the rewarding impact of sweet and salty tastes, and can be the intermittent faster’s folly. Meal timing, smoking status, sociodemographic factors, cultural differences, health status, temperature, adaptations based on food frequency, and how moist or dry a food product is are all important considerations too.

One of the most impactful trends in the health, wellness, and food/beverage spaces is the increasing number of adults opting to take a GLP-1 medication to manage diabetes or weight loss, which is estimated to be about 10% of the U.S. population. Most of these consumers have experienced drastic changes in their relationship with food, and many brands making GLP-1 support products may be missing the mark when it comes to taste.

A study published in Physiology and Behavior in March tested people who took GLP-1 medications against controls in a 53-item Waterless Empirical Taste Test and 40-item University of Pennsylvania Smell Identification Test. Per the results, GLP-1 users experienced significantly depressed measures of taste function across all five basic taste qualities, and in the population of GLP-1 users with relatively high taste and smell, nausea was more pronounced.

“This research demonstrates, for the first time, that GLP-1 RAs negatively impact the functioning of a major sensory modality,” the authors wrote, which has profound theoretical implications for dietary choices, nutrition, and metabolic health.

IFF recently issued a report detailing findings from its consumer research on GLP-1 medication users, which found that users are newly averse to fatty foods, sweets, deli meats, coffee, and alcohol, and often reject dry, sticky, or dense textures, providing important cues for supplement and nutraceutical brands interested in developing products to support those on a regimen involving a GLP-1 medication.

Further, the company reported that these consumers are navigating a challenging relationship with food, and potentially even a sense of loss or social disruption. Flavors that offer consumers a sense of indulgence despite their altered palates and reduced appetites can be particularly helpful.