Natural Solutions to Synthetic Replacement Challenges

In April of 2025, the Department of Health and Human Services announced their desire to work with manufacturers to eliminate the use of synthetic food colors by 2027. 

While much of the focus has been on human food and beverage, consumers have also been demanding more natural colors to be used in pet food. As a result, this announcement has led to increased pressure on pet food manufacturers to switch from synthetics.

Givaudan Sense Colour has been working on pet food solutions, as well as natural alternatives to synthetic colors and iron oxides for the last several years – addressing common issues like creating cost conscious solutions with a secure supply chain, stability in application, and looking at delivery systems for novel color addition. Katie Rountree, Regional Product Manager for the Americas at Givaudan Sense Colour discusses some of these solutions.

Cost Considerations & Secure Supply

Two of the main concerns food and beverage manufacturers have when switching to natural colors from synthetics are cost and supply. Natural colors are generally more expensive than synthetics and are based on agricultural sources which can fluctuate or have variations in supply due to weather or climate change.

Givaudan Sense Colour has been working to create natural color solutions that can adapt to these uncertain conditions. 

“Instead of a single color, we like to recommend blends of colors where the exact ratio can be adjusted to meet a set color specification. For example, we can use different shades in our Amaize line or other anthocyanins to slightly adjust the color of a blend based on what the crop was like that year. This allows manufacturers to continue using the same color and label in their product without having to worry about variation due to crop difference,” says Rountree. 

Amaize is Givaudan’s line of Non-GM corn based anthocyanins. While they typically provide pink to red shades in acidic applications like beverages and confections, when used in applications like extruded kibbles, they provide brown shades that can be used as alternatives to synthetic brown blends and some caramel colors. 

“Our Amaize line is also great because it can be easily scaled to produce a cost-effective source of color,” she adds. “We work with our team of agronomists to look at where we can increase the yield of extractable color, crop yield, pest and disease resistance, and how the corn stands up to weather. We ensure the corn is suitable for the desired growing area and season and adjust other parameters to achieve an affordable source of color with an efficient dosage in finished applications.”   

Givaudan Sense Colour’s Endure Red Beet provides a close color match to FD&C Red 40 for extruded or baked kibbles and treats while Endure Paprika offers an extended shelf life with reduced off notes.

| Source: ©Givaudan Sense Colour

Enhancing Stability 

Aside from cost, another main concern in switching from synthetics is the shade. Synthetics are known for their vibrant, almost neon shades, low usage rates, and low flavor impact, while natural colors are often thought of as muted.

“It’s a misconception that natural colors can’t provide vibrant shades,” says Rountree. “There are many natural colors with bright shades that have great heat stability for extruded or baked applications like pet food – like curcumin, beta-carotene, and annatto, to name a few. We’re also constantly looking for ways to stabilize natural sources for use in a wider range of applications while still providing a simple label for consumers and their pets.”  

“For example, at the end of 2024 we launched our Endure Red Beet. It’s a red beet option that we’ve stabilised for performance in bakery applications like red velvet cakes,” says Rountree. “It offers a more heat stable option that maintains its bright meaty red shade in extruded kibbles when compared to standard red beet and can be used to replace FD&C Red No. 40 or options like carmine that can have fluctuating costs or supply.”

Another example is our Endure Paprika. This is a great heat stable red-orange color that can be used to imply veggie flavored kibbles. However, typical paprika can oxidize over the course of the shelf life, contributing off-notes to the kibbles that pets find undesirable. This paprika, however, has been stabilised to reduce oxidation, allowing a longer shelf life with reduced off notes.

Novel Applications

When some shades are not possible with natural colors when added via traditional methods, Rountree explains that there are other ways to incorporate colors to express flavors.

“We’ve just expanded our line of michroma colors which are micromilled pigments that offer color options with increased vibrancy, excellent dispersibility, and enhanced color distribution in applications like coated treats,” she says. “So, while you may not be able to showcase a flavor by adding color in the kibble or treat dough, you can still achieve great colors when using them in things like yogurt coatings for example.”

Givaudan Sense Colour has helped customers around the world to navigate the challenges of conversion from synthetic colors to natural alternatives, whether it is motivated by market pressures, regulatory changes, or simply because they want to develop attractive and simply labeled products that appeal to a growing segment of consumers.

“Regardless of the motivation or the priorities, we’re here to help customers make the conversion as smooth as possible while meeting the top priorities for their product,” Rountree concludes.