Consumer trends boost demand for BASF’s expanded range of carotenoid colorants in foods and beverages

FLORHAM PARK, NJ, June 12, 2011 – Food colors – they can influence first impressions as consumers survey the store shelves, yet they are the last ingredient listed on product labels. 

For years, manufacturers have relied on FD+C certified colors as safe, inexpensive, stable, and easily applied ways to create bright and appealing foods and beverages.  However, recent events in the United States and Europe have generated some negative attention for certified colors.  For example, the U.S. FDA Food Color Advisory Panel hearings held in March resulted in widespread media coverage.  The goal of the panel was to determine if there is sufficient evidence to prove that food dyes impact children’s behavior.  While a U.S. warning label on food dyes was ruled out, the panel voted that certain children may be susceptible to them, and further research is necessary. 

These events are causing a shift in public perception.  According to a recent survey, 44 percent of consumers said they avoid food colors/dyes.¹ 

Instead of waiting for more scientific findings and regulatory action, major food manufacturers are taking the initiative now.  More than 90 percent of drink developers say they will be using at least some natural flavors/ colors this year.²

“The colorant landscape is changing, and manufacturers are asking for options,” said Dr. Joseph Moritz, Product Manager, Human Nutrition, BASF Corporation. “Our customers are designing premium products without certified dyes.  Traditionally, BASF offered a wide range of nature-identical carotenoids in water dispersible powders for beverages and oils for foods.  With the recent acquisition of Cognis’ portfolio of natural mixed carotenoids, we are now well-positioned to help our customers identify the colorant that best fits their needs – both natural and synthetic.”

“We know that color is a leading factor influencing a product’s appeal, and we offer options from virtually any shade of light yellow to orange to red. While appearance is critical, we recognize that our customers are also interested in nutritionally valuable colorants.  Our objective is to deliver ingredients with valuable health benefits along with technical advantages including quality, performance and stability,” Moritz continued.

 “With our expanded technical capabilities, we can guide our customers in color creation and optimization, in addition to identifying valuable claims for their products,” said Dr. Holger Becker, Global Betatene^®Product Manager, Human Nutrition, BASF Corporation. Dr. Becker pointed out that manufacturers opting for natural colorants such as BASF’s Betatene^® natural mixed carotenoids may include these labeling statements:

·         A natural source of vitamin A (depending on level)

·         Added color from natural-beta-carotene or Colored with natural beta-carotene

·         Made with no synthetic colorants

He noted that Betatene^® natural mixed carotenoids meet consumers’ preference for natural ingredients. Sourced from marine algae grown in saltwater lakes in Australia, the carotenoids are harvested free of chemical solvents, and are carefully extracted and formulated using natural plant oils.  Betatene^® provides a unique blend of carotenoids similar to that found in fruits and vegetables.  While beta-carotene is the dominant carotenoid, also naturally present are alpha-carotene, lutein, zeaxanthin and crytoxanthin. Betatene^® is safe for use as a color in many foods, and has shown excellent stability in target applications.

Drs. Becker and Moritz are meeting with food and beverage manufacturers nationwide to introduce the expanded capabilities of the new BASF colorant team and explain how they can serve as a “one-stop” source from advice on color selection, from nutritional information on the health benefits, to marketing guidance on labeling.  In addition to these services, they offer BASF’s S.E.T. initiative, which allows manufacturers to obtain traceability information and measure sustainability throughout their entire value chains.

Cognis and BASF are displaying their combined portfolio of carotenoid colorants and formulation concepts at IFT booth 5829 in New Orleans on June 12-14.

For a press photo, please click on the following link:

http://www.basf.us/pressphotos/06-12-11_FoodColorant.jpg

Caption: BASF’s healthy colors for beverages.

BASF – The Chemical Company

BASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has approximately 16,400 employees in North America, and had sales of $17.7 billion in 2010. For more information about BASF’s North American operations, visit www.basf.us.

BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products, and agricultural products to oil and gas. As a reliable partner, BASF creates chemistry to help its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges, such as climate protection, energy efficiency, nutrition and mobility. BASF posted sales of more than €63.9 billion in 2010 and had approximately 109,000 employees as of the end of the year. Further information on BASF is available on the Internet at www.basf.com or in the Social Media Newsroom at newsroom.basf.com.

1 Hartman. 2010a Reinventing health and nutrition.  The Hartman Group. Bellevue, Wash. www.hartman-group.com.

 

2 Zegler, Jennifer. 2011. New product development survey.  Beverage Industry. 102(1):52-54, 56,58-60, 62.

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