“Consumers still want great taste and are not willing to compromise on this in their quest for healthier products…They still want the product to be packed with great taste and visual appeal.”

This ban is the latest action in the global trend of shifting away from synthetic colors and ingredients.

Experts in the color space are ramping up innovation to mitigate the forthcoming red dye No. 3 ban in the US by turning to natural solutions in their formulations.