Get Real: A New Era of Color
March 26th, 2026
The Shift to Natural Color: What Every Brand Should Know
Over the years, growing interest in sustainability and simple ingredients have driven a surge in demand for natural colors throughout the food and beverage industry. As consumers become more mindful of the ingredients they consume, brands are moving away from synthetic dyes in favor of naturally sourced or plant-based pigments that deliver both clean labels and vibrant appeal.
This shift has gained significant traction after the U.S. Department of Health and Human Services and the FDA announced plans to phase out petroleum-based synthetic dyes from the nation’s food supply early last year. This pivotal move reflects the rising demand from both regulators and consumers for greater transparency, safety and cleaner, more natural ingredients.
What’s Driving Consumer Demand for Natural?
Modern consumers, especially millennials and Gen Z, are placing a greater value on sustainability.1 In fact, younger demographics are willing to pay up to 10% more to support brands that demonstrate real sustainability commitments—prioritizing environmental responsibility, reducing carbon footprints and preserving natural resources.2 This push for authenticity is shaping ingredient expectations as well, with consumers increasingly drawn to products that include responsibly sourced, plant-forward ingredients.
These shifting consumer priorities are driving brands to reformulate with recognizable, nature-based ingredients and embrace more transparent sourcing practices. To meet these new expectations, manufacturers are removing certain additives—particularly synthetic dyes—and turning to natural color alternatives derived from fruits, vegetables and botanicals that deliver high-performing color and clean label integrity.
Natural Color is the New Standard
For more than 30 years, we have been harnessing the best of nature—from fruits, vegetables and other plant-based sources—to deliver vivid color and sustainable ingredient solutions to meet evolving consumer and regulatory needs.
Today, we have evolved into a trusted global supplier of naturally sourced color and ingredients that fuel innovation and help industry brands strengthen consumer confidence. Our liquid and crystal colors are produced in the U.S. and offer a superior, future-ready alternative to traditional coloring methods—delivering vibrant, versatile replacements for Red 3, Red 40 and a myriad of other synthetic dyes.
What truly sets us apart is our innovative crystal colors. Developed using our patented drying technology, our unique crystal format sets a new benchmark for natural color performance, enabling cleaner labels without compromising intensity or stability. With their high color concentration and water-soluble nature, our crystal colors deliver bold, reliable color—making them an ideal solution for color reformulation.
From Synthetic to Natural: A New Era of Color Reformulation
Backed by consistent supply, transparent sourcing and a deep commitment to quality, California Natural Color leads with a consumer-driven approach that keeps us at the forefront of the natural color movement.
With each innovation, we expand what’s possible for brands seeking clean, credible labels and exceptional ingredient performance, partnering closely with R&D teams to overcome formulation challenges and bring their natural color vision to life. From concept to commercialization, our collaborative approach and high level of customer support helps food and beverage manufacturers confidently reformulate with clean color alternatives.