The company has expanded its selection of organic food colourings with a new range of powder products for dry applications that are certified organic in accordance with EU regulations and qualify for clean and clear label declarations.
“We've done lots of research into this area as I'm sure you could imagine being a colour company. We have been looking at the trends since GNT arrived on the scene many years ago … But what we've seen happening in the space more recently with the result of the pandemic is not necessarily colour trends per se, but more a shift in people's perception of what's healthy for them,” says Alison Donaldson, technical sales manager for food colouring specialists GNT Group.
'State change'
Donaldson says consumers are in a “state change” and are looking for colour that will help them create a sense of mystery and intrigue.
“So we're looking at dark and inky hues becoming more apparent, more adult shades, very much related around cosmic shades, high contrast, dark, inky, murky shades that you would see if you were looking up to the sky at night, for example.”
She says another key area at the moment is what GNT calls ‘joyful release’.
“That really is about bright, intense neon colours that are signifying play and also inclusivity. So coming out of a pandemic for a couple of years, people are also looking for a sense of release, a sense of enjoyment.”
The new EXBERRY Organics powders include yellow, red, pink, purple, and blue shades and have been specifically developed to deliver optimal performance in dry applications such as instant beverages, seasonings, and cake mixes.
Maartje Hendrickx, Market Development Manager at GNT, says: “With health and environmental concerns becoming increasingly important to shoppers, global demand for organic food and drink is on the rise. EXBERRY Organics are clean-label colour concentrates that enable brands to create products that are both organic and visually appealing.
“With the launch of our new powders, it’s now possible to use EXBERRY Organics to achieve vibrant shades in almost any food and beverage application.”
Why are sustainable colours important?
According to GNT, interest in sustainability is increasing all the time and as a result, brands are increasingly taking steps to show their products are kind to the planet. Every ingredient counts – Innova research shows that 85% of consumers feel the information on what is in their food is of major importance to them, while 59% want to know where their food comes from and how it is made.
Why colouring foods?
Plant-based food and drink has a particularly strong association with sustainability. In fact, six in 10 consumers following plant-based diets say they are motivated at least in part by environmental concerns.
GNT says its EXBERRY Colouring Foods are a natural, plant-based colouring solution made from edible fruit, vegetables and plants using physical processing methods. They are perfect for clean and clear-label declarations and can be used for almost any food and beverage application.
“We’re now working to take our sustainability credentials to the next level by 2030. We have set out a plan to reduce our carbon footprint across the total supply chain, strive for net zero environmental impact across our operations, preserve and restore nature for future generations, and care for people throughout the whole value chain,” the company said.
- Find out more on colour trends in our special podcast interview with Alison.
