With regulatory pressure on artificial food colours mounting at both state and federal level in the US, ingredient supplier California Natural Color has highlighted its natural red colour range as a viable replacement for Red Dye No. 40.
Red Dye No. 40 is currently the most widely used synthetic food dye in the American market.
The Fresno-based company's portfolio includes Pure Red Carrot, Pure Red Radish and Red Beet solutions, offering manufacturers shade options from bold reds to deep magentas across applications including beverages, confectionery, snacks, cereals and desserts.
The range is available in a proprietary crystal colour format, which the company says delivers five to ten times higher colour concentration than liquid alternatives, alongside a shelf life of up to five years and no refrigeration requirement — factors with direct implications for supply chain cost and logistics.
A 2025 NATCOL US Consumer Food and Beverage Colors Attitudes Study found that growing awareness of efforts to phase out artificial colours is actively influencing purchasing decisions, with consumer acceptance of natural alternatives rising as understanding of the differences between natural and synthetic options improves.
“As the industry continues to move away from synthetic dyes, brands are looking for natural colour alternatives that deliver the same visual impact consumers have come to expect,” said Dana Osborn, Marketing Manager, California Natural Color.
Today’s consumers are looking for minimally processed products with ingredients they recognise.
"California Natural Color answers the demand for clean label colours, offering high-performance solutions derived from fruits, vegetables and other natural sources."
For manufacturers, the formulation challenge is maintaining visual impact. Red Dye No. 40 has long been the industry standard for achieving consistent, intense red and red-orange shades, with natural alternatives historically struggling to match its performance across a wide range of pH levels, heat treatments and processing conditions.
California Natural Color's crystal format is positioned as a response to these technical barriers, offering what the company describes as stability and formulation flexibility without compromising colour vibrancy.
"Eye-catching red colours, commonly associated with cherry and strawberry flavours, have traditionally been used to make food and beverage products appear more fun and appetising,” added Osborn.
Visual appeal is crucial, but rising awareness and concerns associated with synthetic dyes have led consumers to expect colours from natural, sustainable sources.
"California Natural Color’s Pure Red Carrot, Pure Red Radish and Red Beet products offer manufacturers versatile, clean-label replacement solutions for Red 40, providing shade options ranging from bold reds to deep magentas."
The company's products are FSSC 22000 certified and non-GMO, with carrier-free options that are zero calories — a further consideration for brands developing better-for-you or low-calorie product lines.