Chr Hansen’s clean label FruitMax from turmeric

Food coloring with minimal off-taste across many applications

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FruitMax
When developing the new product, special attention was placed on minimizing the off-taste that can accompany turmeric. Photo - Chr Hansen

Chr Hansen’s new food coloring that produces a bright yellow with minimal off-taste across many applications. Turmeric is a well-liked ingredient. It has been popular for ages as color, flavor, and functional ingredient, but the use of turmeric extract continues to grow. Consumers like to see it on ingredients labels, and manufacturers like to use it for precisely the same reason. According to the Mintel report, between 2017-2019, its use grew an additional 7% in Europe.

With a well-established range of natural color products, Chr Hansen natural colors now offer coloring foods turmeric that can be used across confectionery, ice cream, snacks, bakery, and meals. The name of the color is FruitMax Yellow 1000 WSS.

Special attention has been placed on minimizing the off-taste that can accompany turmeric. Chr Hansen said FruitMax Yellow 1000 WSS is suitable for a wide variety of non-transparent packaged foods, as turmeric is well-known for light sensitivity.

“We’ve tested the stability of FruitMax Yellow 1000 WSS extensively, and are very pleased with the outcome,” states Jerome Raudin, director, Global Marketing. “There are many good applications for this product, but ice cream, hard candy, brioche and extruded snacks come to mind as particularly suitable as the color is very robust to hard temperatures. We look forward to introducing our new FruitMax Yellow to the market.”

For legislative reasons, FruitMax Yellow 1000 WSS is likely to find its core markets in Europe, Latin America, and APAC. It is fully compliant with the EU Coloring foodstuffs guidelines and therefore is a clean label color that can be listed as turmeric extract.

Finding the needle in the haystack — A cold bright yellow

Yellow is the most-used color in many applications, both to produce yellow and as a blend to make green and orange and as a color brightener. In fact, of all the yellow color additives used in European product launches from 2017-19, turmeric was used in 49% of them, according to Mintel.

It is one of the few raw materials that produces a bright yellow, whereas many natural colors like beta-carotene and even orange carrot tend to make warmer tones. And that’s just the story of color additives. When it comes to coloring foods, safflower is the only alternative that can produce a bright cold yellow; turmeric is a cost-effective alternative to safflower and, in some cases, to orange carrot as well.

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