The food and beverage industry is entering a new era, one defined by transparency, sustainability, and clean-label innovation. For decades, manufacturers have relied on synthetic dyes for their cost-effectiveness, stability, and vibrancy. But today, a powerful convergence of regulatory change, consumer demand, and supply chain realities is reshaping that dynamic.

The movement toward natural color additives is not simply a formulation update, it is a systems transformation. It touches every link in the manufacturing chain, from ingredient handling to labeling strategy. At AZO, we view this shift through the lens of engineering and process design. Transitioning to natural pigments demands foresight, robust infrastructure, and scalable systems built for flexibility and control.

Why the Shift to Natural Colors Is No Longer Optional

1. Regulatory Pressure Is Reshaping the Landscape

In April 2025, the U.S. Department of Health & Human Services (HHS) and the FDA announced a landmark initiative: a plan to phase out petroleum-based synthetic dyes from the national food supply. The target is ambitious: eliminate six widely used FD&C dyes by the end of 2026 and remove Red No. 3 even sooner.

To support this transition, the FDA is fast-tracking reviews of new natural color additives, such as galdieria extract blue, gardenia blue, calcium phosphate, and butterfly pea flower. While the initiative remains voluntary in some areas, it is rapidly gaining momentum. Major brands are already making public commitments to reformulate, signaling that the shift is inevitable.

On a local level, state governments are introducing their own colorant bans, labeling mandates, and school restrictions. These efforts align with broader frameworks like Make America Healthy Again (MAHA), putting additional pressure on manufacturers to adapt. In short, regulatory signals are not just loud, they are decisive.

2. Consumers Demand Clean, Transparent Labels

Beyond compliance, consumers are driving this change with their wallets. Surveys show that “no artificial colors” and “naturally colored” claims strongly influence purchasing decisions. In new product launches, natural colorants are now outpacing synthetic dyes across multiple markets.

This trend is not limited to niche brands. Global leaders are reformulating to maintain consumer trust. For many manufacturers, adopting natural pigments is as much about brand relevance as it is about regulation. Companies that lag risk appearing outdated or less health-conscious in a rapidly evolving market.

3. Supply and Timing Constraints Require Early Action

Even highly integrated producers of natural colorants warn that scaling up botanical sourcing and extraction can take two to three years, and for certain hues, full market replacement could take five to six years.

This timeline makes one thing clear: manufacturers cannot afford to wait. Reformulation must begin well before deadlines to secure supply, test stability, and manage the inevitable growing pains of transition.

Technical and Production Challenges in Natural Color Reformulation

Transitioning from synthetic to natural colorants is not a simple substitution. The shift affects formulation chemistry, production stability, and operational workflow. Below are the key technical challenges every manufacturer must plan for.

Sensitivity to pH, Light, Temperature, and Oxidation

Natural pigments are more delicate than their synthetic counterparts. They can fade under light exposure, oxidize easily, or shift hue with pH fluctuations. Maintaining color stability requires tighter process control, from environmental conditions during storage to the atmospheric composition within mixing and packaging systems.

Lower Intensity Means Higher Dosage Rates

Many natural colorants have lower pigment concentration, meaning higher dosages are needed to achieve comparable vibrancy. This affects both formulation economics and ingredient handling systems, requiring dosing precision and potential capacity upgrades.

Flavor and Off-Note Considerations

Botanical extracts can introduce residual flavor or aroma notes that synthetic dyes never posed. To maintain product integrity, manufacturers need rigorous sensory testing protocols and cross-functional collaboration between formulation, QA, and marketing teams.

Batch Variation and Consistency

Because natural sources vary based on climate, soil, and harvest timing, color consistency can fluctuate. Manufacturers must invest in analytical blending strategies and feedback loops that standardize hue across production runs.

Shelf Life and Degradation Risks

Natural color systems tend to degrade over time due to oxidation and light exposure. Conducting accelerated shelf-life and stress testing helps establish performance baselines and identify stabilizing interventions early in development.

Compatibility with Processing Conditions

Some natural pigments cannot withstand high temperatures, shear, or pH extremes in processes like pasteurization or extrusion. Techniques such as microencapsulation, co-pigmentation, or protective carriers can improve compatibility without compromising functionality.

Strategic and Operational Risks to Consider

The transition to natural colorants is as much a business challenge as a technical one. Companies must anticipate the operational, regulatory, and reputational risks that accompany large-scale reformulation.

Fragile Supply Chains

Natural pigments depend on agricultural inputs subject to weather, trade, and geopolitical variability. To mitigate risk, companies should diversify sourcing across regions, establish redundant suppliers, and negotiate long-term contracts that lock in volume and pricing.

Brand Risk and Consumer Perception

Color defines a product’s visual identity. Even slight changes in hue can disrupt brand recognition. Proactive communication, emphasizing “same great product, now naturally colored,” can help manage consumer expectations and preserve loyalty during transition.

Regulatory and Labeling Complexity

Switching to natural colorants often triggers new FDA filings, state-level compliance reviews, and label updates. Manufacturers must ensure each ingredient is approved for its intended use and maintain consistent claims across markets. Given the patchwork of state regulations, harmonizing compliance is critical to avoid litigation risk.

Opportunities Created by the Natural Color Revolution

Despite its challenges, the shift to natural colorants offers substantial opportunities for forward-thinking manufacturers.

Strengthening Brand Equity and Consumer Trust

Adopting natural color systems reinforces clean-label authenticity and brand transparency, attributes that today’s consumers actively seek. Companies that lead this change can position themselves as category innovators and secure long-term trust advantages.

Accelerating Broader Innovation

Color reformulation often sparks cross-functional innovation. Once a brand reevaluates its dyes, it frequently reexamines artificial flavors, preservatives, and stabilizers. Investing in stabilization technologies like encapsulation or co-pigmentation can unlock efficiencies and synergies beyond color itself.

Unlocking Premium Positioning and Margin Potential

Products featuring natural color additives can command higher price points due to perceived quality and safety. Clean-label positioning enables entry into premium retail channels, improved brand perception, and better ROI on ingredient investments.

A Step-by-Step Roadmap for Manufacturers

To navigate this transition efficiently, manufacturers should follow a structured, proactive roadmap:

1. Conduct a Color Baseline Audit 

• • Catalog all SKUs currently using synthetic dyes
  • Rank by production volume, complexity, and market sensitivity
  • Identify pilot candidates for early reformulation

2. Run Pilot and Technical Trials

• • Test natural pigments under real production conditions
  • Evaluate color stability, sensory impact, and batch variability
  • Conduct stress and shelf-life testing

3. Invest in Flexible, Modular Infrastructure

• • Upgrade ingredient handling systems for scalability and precision
  • Design modular equipment capable of future expansions
  • Implement dosing and environmental controls that protect pigment integrity

4. Build Supply Chain Redundancy

• • Qualify multiple suppliers across regions
  • Secure long-term agreements to stabilize cost and volume
  • Collaborate with suppliers on agronomy planning

5. Align Regulatory and Labeling Teams

• • Verify FDA approval and compliance for each colorant
  • Update packaging and claims to reflect new ingredients
  • Track emerging state regulations to stay ahead of enforcement

6. Phase Implementation Strategically

• • Begin with low-risk SKUs or limited markets
  • Use dual-dosing or blended systems during rollout
  • Collect feedback and refine formulations before scaling globally

7. Communicate Clearly, Inside and Out

• • Educate internal teams on handling and performance expectations
  • Develop external messaging that highlights benefits and reassures consumers

8. Continuously Monitor and Optimize

• • Track key metrics such as UV stability, off-notes, and shelf-life performance
  • Adjust formulations or processes based on data-driven insights

How AZO Supports the Natural Color Transition

At AZO, our expertise lies in designing ingredient-handling systems that manage complexity, precisely the challenge manufacturers face when adopting natural pigments.

Our solutions address the key pain points of this transition:

• Precision Dosing: Gravimetric and micro-dosing systems ensure color accuracy and repeatability.
• Environmental Control: Systems designed for isolation, light shielding, and moisture protection safeguard pigment stability.
• Scalable Design: Modular architecture supports expansion and integration with new processing lines.
• Predictive Testing: Lab-scale modeling and flow characterization enable better process predictability.
• Hygienic Engineering: Sanitary design minimizes contamination risks and simplifies maintenance.

By embedding natural color support into ingredient-handling architecture, manufacturers can mitigate risk, accelerate rollout, and strengthen long-term operational resilience. Early collaboration with AZO ensures optimized performance from concept to production.

The Future of Color in Food Manufacturing

The shift to natural color additives is not a fleeting trend; it is a structural evolution of the food industry. Regulation, consumer behavior, and innovation are aligning toward a single direction: cleaner, safer, and more transparent production systems.

Color is no longer a mere cosmetic variable; it is a strategic design element that influences product perception, compliance, and brand equity. Manufacturers that act early will not only meet new standards but lead the next generation of clean-label food and beverage innovation.

Ready to Future-Proof Your Color Systems?

If you are exploring how to transition from synthetic to natural color additives, AZO can help you design ingredient-handling systems that maintain consistency, safety, and scalability. Contact us today to discuss your natural color integration strategy.