Colorings

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The commitment underscores ongoing demand for clean-label formulations and regulatory readiness, particularly as scrutiny of synthetic colors increases. The company is adopting natural color sources while focusing on maintaining product performance in terms of texture, taste and visual appeal.

EXBERRY colors are created from non-GMO fruits, vegetables, and plants. They can be used to achieve a vast array of bold shades, creating opportunities across cakes, breads, cookies, snacks, decorations, fillings, and coatings.

Gardenia (genipin) blue can be used in processed food products, such as sports drinks, flavored water (soft drinks other than carbonated beverages), fruit juice beverages, tea drinks, hard candies and soft candies, which are manufactured and sold in the US

The FDA action is in line with US Department of Health and Human Services Secretary Robert F. Kennedy, Jr.’s priority to work with industry to phase out the use of all synthetic, petroleum-based dyes from the nation’s food supply 

This launch follows the US Food and Drug Administration's recent approval of Innophos' petition to use calcium phosphate as a safe color additive in specific food categories, marking a significant regulatory milestone for food manufacturers.

Bringing together the individual strengths of each company, the concept combines ingredients that support endurance, performance and body composition.

New regulations on food dyes and how the food and beverage industry can adapt with market research.

"Consumers enjoy a wide variety of foods and beverages as part of their daily diet. They want choice and value shaped by a dynamic – and highly personal – combination of nutrition, quality, price and convenience,” said Marty Thompson, CEO of Nestlé USA.

For decades, General Mills has proven its reformulation capabilities and delivered products that delight consumers and meet a changing landscape. 

EXBERRY Organics Brilliant Pink is a liquid-based concentrate made from purple sweet potatoes grown in compliance with both EU and US organic standards. It is created using physical processing methods and supports simple label declarations, such as “concentrate (sweet potato*)” (*from certified organic agriculture) in the EU and “organic vegetable juice for color” in the US.