News

Gatorade switches from artificial to natural colours

PepsiCo-owned brand Gatorade is removing artificial colours from its powder sticks and three ready-to-drink flavours, reformulating them using colours from fruits and vegetables.

Gatorade announced this spring plans to remove all artificial colours from its full range of powder sticks. Then, in the autumn, three of the brand’s ready-to-drink (RTD) flavours in Gatorade Thirst Quencher and Gatorade Zero – Fruit Punch, Lemon Lime and Orange – will be reformulated to be free from synthetic colours.

Instead, the brand’s range will use colours from fruits and vegetables, formulated to retain the bold, vibrant shades consumers recognise and expect.

“We’re on a journey to remove artificial colours from our product portfolio while maintaining the bold Gatorade colour people know and love,” said Mike Del Pozzo, president of PepsiCo Beverages US.

A bold and vibrant move

While making the change from artificial to natural colouration in food and drink products is proving popular, achieving exact colour may be challenging.

Synthetic dyes are generally synthesised from petrochemicals and are generally stable and can provide vibrant colours.

Some food and beverage brands will use fruits, vegetables and plants free of genetically modified organisms (GMOs) to shift from artificial to natural colours in their products, relying on the natural pigments in these raw materials.

Food and beverage manufacturers will need to modify their operating processes to optimise production conditions and achieve realistic colours, providing an effective – and natural – solution.

Results will therefore depend on the exact product, the target shade in the formulation, processing and storage conditions, and shelf life.

Managing consumer expectations

With today’s consumers valuing natural ingredients, processes and manufacturing practices, slight variations in shade may therefore not be a deal-breaker for shoppers at the tills.

If an exact colour match isn't possible, suppliers can typically achieve a very similar shade.

Communication strategies and marketing messages, however, may be pivotal in maintaining consumer trust in household names given the differences in colours, especially when shoppers are used to purchasing products featuring familiar yet artificial colours. For suppliers, providing clear, honest advice on colour selection and formulation tailored to their specific requirements is vital.

Natural, not novel: Retaining brand appeal and sales

Brands may use blends to achieve the target shade and ensure good stability. A mix of orange and maroon red, for example, might be the best way to get a vibrant fire engine red.

Suppliers may also recommend formulation adjustments, such as tweaks to the base product’s pH level, to help ensure the colour is bright and stable.

Moving away from artificial colours to natural shades gives brands the opportunity to share stories about how their colours are made, too. Brands may use edible concentrates processed with physical methods and water, which is likely to resonate strongly with shoppers.