Big companies such as General Mills and Kellogg’s are eliminating artificial colors, and they’re warning consumers that the color of their foods might not be as vibrant. In most cases, it is simply more difficult to make bright colors using natural ingredients.
For example, Trix will no longer contain blue and green pieces because General Mills could not find a natural alternative for these colors. The red pieces will be made with radishes and strawberries, but the exact shade will be different. “We haven't been able to get that same vibrant color,” Kate Gallager, General Mills' cereal developer, told The Associated Press.
Fruit and vegetable colorings are more expensive and can be harder to work with because they are sensitive to heat and acidity.
Some companies are worried that dull colors may be a turnoff for customers. “We have to deliver bold colors and flavors, or people will stop buying,” Will Papa, chief research and development officer at Hershey’s, told the AP. Hershey’s produces the colorful Jolly Ranchers and Twizzlers candies.