Shoppers—particularly younger ones hailing from Generation Z—will gravitate towards food and drink colored with natural yellow and orange shades in order to tune into the optimistic sentiments they convey, GNT said.
Food and beverage brands are increasingly developing marketing messages that communicate the ability of its products to bring happiness to the consumer. Innova Market Insights has announced ‘I Feel Good’ as one of its top trends for 2019, noting that the number of food and beverage launches with a ‘feel good’ claim on the label increased by 36% year-on-year in 2017.
Maartje Hendrickx, market development manager at GNT, said: “In 2019 consumers will prefer food and drink that can arouse a sense of freshness and light, qualities that yellow and orange shades deliver. Just as pink was embraced by millennials, Generation Z will channel the positivity of sunshine shades to sprinkle cheerfulness into their lives.”
GNT has harnessed this trend in a new collection of coloring foods—EXBERRY Sunshine Shades. Ranging from bright sunbeam yellow to warm harvest orange, they are all derived from raw materials rooted in nature, including pumpkin, carrots, and turmeric.
The Sunshine Shades range has been developed as part of GNT’s new Love Color with EXBERRY initiative for 2019, which will explore how color can influence mood and deliver feelings of excitement and contentment, while also satisfying adventurous, curious consumers who are keen to discover new experiences. Market experts The Food People recently identified ‘Mellow Yellow’ as a key trend and observed that “color trends are becoming as important as the food and drink itself.”
Hendrickx added: “Natural yellow and orange coloring foods fit perfectly with the desire among consumers to re-connect with the natural world. We are planning some exciting activity in 2019 to maximize engagement with Sunshine Shades, with innovative product concepts and technical information in the pipeline.”
EXBERRY coloring foods are natural color ingredients obtained exclusively from fruits, vegetables and edible plants using gentle, physical processes such as pressing, chopping, filtering and concentrating. Consequently, they are not classed as additives but foods with coloring properties and, therefore, qualify for cleaner and clearer labelling declarations. Made with GNT’s own innovative processes, they can impart almost any color shade to foods and beverages and are ideally suited for industrial use.
To ensure the highest level of quality and year-round availability, GNT controls the entire EXBERRY supply chain. In fact, around 80% of the raw materials used are grown within a 200-kilometer radius of EXBERRY production sites, with cultivation and harvesting monitored by GNT’s agricultural engineers.