• Color este one of the most important sensory benchmarks when we choose which productus to consume.
In the XNUMXst century, a well-known Roman gourmet, Marcus Gavius Apicius, stated in his book "De re coquinaria" that "we eat first with our eyes". It is true that, in addition to smell and taste, color is an extremely important landmark in choosing a product. This can be capitalized on by manufacturers, following consumer behavior and following market trends.
The color of a product has the power to arouse certain emotions, but also to influence the taste perceived by the consumer. Thus it becomes an important tool in marketing and branding.
Color as a marketing tool
Large companies rely on studies that determine how certain colors influence the consumer. For example, red typically evokes desire, excitement, and energy, and some research even suggests that it whets the appetite and prompts impulse purchases.
A dark, deep brown, reminiscent of chocolate and thus creates a feeling of indulgence. Green being associated with plants, with nature, denotes health, and, taken together, red and yellow, can stimulate hunger.
Color your life!
Head of Development and Innovation for cocoa products at Olam Food Ingredients, Wouter Stomph, told the magazine Bakery and Snacks, that red remains the favorite color of pastry chefs and confectioners, recalling the classic Red Velvet cake.
"So we created a whole range of cocoa powders in shades of red, from deep, dark red to vibrant, light red."
"It was decided to create these shades to be able to experience the joy of combining the richness of the intense taste of cocoa with an exceptional visual experience, whether it is a festive deep red cake, or an unexpected explosion of color inside a croissant".
Red cocoa powder
Wouter Stomph adds that in pastry and confectionery, red cocoa powder is used for two purposes: taste and spectacular appearance. The taste of cocoa in baked goods is not so strong, due to the fact that cocoa powder is mixed with flour, butter or vanilla. Thus, by opting for the use of red cocoa powder, the product will have a unique color, helping the cocoa taste to stand out from the mixture of ingredients.
Black cocoa powder will give the product an appearance of luxury and indulgence, both visually and through its strong and deep aroma.
The Olam Food Ingredients company, to cover this market tendency to use ingredients that arouse intense emotions in the perception of consumers, develops two variants of premium cocoa powder, DeZaan D11CE, with an intense taste of cocoa and chocolate notes, and DeZaan D11R, with a balanced taste of cocoa, slightly bitter.
"Instagrammable" look
Products desired by consumers must have an "Instagrammable" appearance. Social media has changed the way food is chosen. Companies globally are trying to preserve classic flavors and formats, giving them modern interpretations. At the same time, surprising combinations of tastes and colors are created.
Colors from natural extracts
Even if a vibrant color is the dream of every pastry and confectionery creator, being able to put this into practice is a real challenge, especially while maintaining the tendency to choose natural ingredients. If before food manufacturers were not shy about using synthetic colors and flavors, the current market and the desire of consumers to choose healthy products are changing the rules of the game, and the manufacturing companies must comply.
Turmeric will give the products a bright yellow hue. Beetroot, blueberries, in general intensely colored plants will help pastry and confectionery products to surprise with color, without compromising on ingredients of natural origin.
Article written by Gabriela Dan, Editor of Arta Albă
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