Booth 2028

Givaudan will showcase recent developments in natural colors, flavors, and functional ingredients at IFT First,  under the theme “the sky’s the limit.”

The company recently partnered with Bellomy to conduct a consumer survey on attitudes surrounding color and the influence of companies switching from synthetic to natural ingredients.

“While taste remains the top driver of purchase behavior, color plays a powerful secondary role, shaping perceptions of flavor, quality, and health,” said Kim Duncan, head of North American consumer insights for Givaudan Taste & Wellbeing.

Key findings included:

• 85% of consumers ranked flavor//taste among their top three purchase drivers
• More than half of surveyed consumers perceived products with natural colors as healthier
• 60% said they would expect to increase their consumption of porducts perceived as naturally colored.

At the show, visitors sample product concepts, including Calming Ele-mint, a non-alcoholic mojito featuring lemon balm and a new natural blue color, formulated as a mood/emotional support concept, featuring Zensera lemon balm extract shown to offer same-day mental clarity and focus benefits. The blue color Everzure Galdieria Green Blend, which was recently approved by the FDA, along with zesty lime, mint, and rum-type flavors.

Givaudan will also be introducing its upcoming Synthetic Replacement Hub, an online space where visitors can learn, explore, and co-create strategies for replacing synthetic colors and ingredients. The initiative merges Givaudan’s color science and formulation support to help customers transition to natural alternatives without compromising on products or consumer perceptions.

Catherine Vinci, senior technical support specialist, will present a Hot Topics Studio presentation called “What Are the Challenges with Increased Demand for Natural and Clean-Label Ingredients?” on Monday, July 13 from 2:15 to 3:00 at exhibit hall A’s Hot Topic Studio Stage.