Consumer preferences in the U.S. are shifting rapidly, and food and beverage manufacturers are adapting just as quickly. Shoppers associate natural colors with "healthy," "safe," and "good,"¹ driving demand for ingredient lists free from artificial colors. 

This long-term trend accelerated in 2025 when Secretary of Health and Human Services Robert F. Kennedy Jr. and the U.S. Food and Drug Administration (FDA) announced their wish that food and beverage manufacturers drop certain artificial FD&C (Federal Food, Drug, and Cosmetic Act) dyes in favor of natural alternatives.

Large retail chains and national brands have publicly pledged to reduce or eliminate additives, while advocacy groups continue to scrutinize artificial dyes and their potential health effects. This convergence of consumer pressure, brand positioning, and regulatory momentum has positioned natural food colors as a strategic priority across categories ranging from beverages and confectionery to dairy, snacks, and prepared foods.

While making the transition from synthetic to natural colorants might seem daunting, with the right partner and expertise any manufacturer can successfully and easily make the shift. The ease of use for artificial colors has led to the suggestion that natural colors are difficult to manage. This is not the case, and naturally sourced pigments have been used safely in the U.S. for close to 150 years. 

While natural colors are new to some U.S. manufacturers, natural color suppliers have long experience in dealing with these products from harvest, through to processing, transportation, and storage. The natural color industry has robust procedures with stringent testing protocols developed to ensure compliance with all local, national, and in some cases regional regulations.

Natural and Synthetic Colors: Regulatory Considerations

The U.S. regulatory environment distinguishes between certified (synthetic) color additives and exempt-from-certification (natural or nature-derived) color additives. Synthetic dyes must undergo batch certification by FDA. 

Synthetic FD&C dyes deliver bright, consistent color and hold up well under processing, storage, and mixing. Derived from petroleum or coal tar intermediates, their purity and identity are verified externally by FDA and other bodies internationally.

Natural colors, by contrast, originate from agricultural, animal, microbiological, or mineral sources (Figure 1). As a natural product, the controls required are different from those for artificial colors, but no less stringent. Natural colors, while not subject to batch certification, must still meet FDA safety requirements and specifications established in Title 21 of the Code of Federal Regulations.²

How Responsible Companies Manage Natural Colors

Leading suppliers and manufacturers have comprehensive systems to ensure that natural colors meet the relevant safety and quality standards including limits on heavy metals, microbiological contamination, residual solvents, and chemical contaminants. Their practices typically include multi-tiered raw material controls, advanced analytical testing, strict hygienic processing, and ongoing regulatory compliance verification. 

At Oterra, we have several key pillars of safe natural color production in line with others in the industry, as outlined below.

End-to-End Ingredient Traceability

Safe natural colors begin at the farm. Traceability from seed or raw material supplier through final extract is the first step. This traceability not only supports regulatory compliance but also ensures full visibility into agricultural practices, harvest timing, and post-harvest handling—critical factors in minimizing contamination risks.

After harvest, raw materials undergo rigorous screening before ever reaching the manufacturing line. Specific risk assessments are performed to identify the real risks related to the specific raw material. These assessments are based mainly on historical analytical data, data from literature, and country of origin. They are assessed for a broad range of possible contaminants including pesticides, heavy metals, hydrocarbon residues (polycyclic aromatic hydrocarbons, or PAHs), mycotoxins, and microbiological risks. Only materials that meet internal thresholds—which often exceed local legal requirements—are accepted for processing by Oterra.

Rigorous Supplier Qualification and Auditing

Suppliers are approved only after detailed evaluation of farming or cultivation practices, contamination control procedures, and consistency of pigment profile. Audits and ongoing performance monitoring allows the identification of variability early to maintain high standards.

It is important to use advanced analytical methods, such as high-performance liquid chromatography (HPLC), inductively coupled plasma mass spectrometry (ICP-MS), gas chromatography–mass spectrometry (GC-MS), and microbiological assays, to screen contaminants, verify identity, and assess purity. This testing ensures that natural colors comply with global regulatory specifications and internal safety thresholds.

Controlled Processing and Hygienic Design

Processing facilities are designed around the principles of hygienic engineering, incorporating validated microbial reduction steps, controlled temperature and oxygen environments, and systematic sanitation programs.

Stability Research and Application Support

Since natural pigments behave differently across product matrices, Oterra invests heavily in understanding pigment stability under various pH conditions, thermal profiles, and product shelf life requirements. This knowledge helps customers use natural colors safely and successfully.

Documentation and Regulatory Expertise

Every stage of the journey from filed to final product is documented. Raw material origin, batch numbers, Certificates of Analysis, test results, processing conditions, storage parameters, distribution, and shelf life data are all collated (Figure 2). Companies provide Certificates of Analysis, regulatory conformity check, and safety data to support manufacturers in their compliance.

Alignment with Global Regulatory Standards

As Oterra operates globally, we maintain compliance with a variety of regulatory frameworks—including the U.S. FDA, the EU, Codex Alimentarius, and applicable local regulations—depending on the market. Like other natural color companies, our goal is not simply to meet the minimum legal requirements of one jurisdiction, but to meet expectations across multiple markets. For this reason, Oterra strictly applies the principles of FDA's Food Safety Modernization Act (FSMA).

Transparent Communication

While natural claims are powerful, they should not be marketing fluff. Clear, accurate ingredient labeling is a sign of responsible suppliers. Special certifications (e.g., organic, non-GMO, halal/kosher, vegan) have documentation backing the claims. 

These practices illustrate the types of controls food and beverage companies should expect from their natural color suppliers, and they serve as a model for internal safety programs when adopting natural ingredients.

Practical Steps for Food and Beverage Companies Transitioning to Natural Colors

Moving from synthetic to natural colors requires companies to take a structured approach. Manufacturers need to view the conversion to natural colors as a fundamental shift in ingredient philosophy—one that demands careful planning and a commitment to traceability, stability, and transparency. 

Some best practices for this transition include:

• Build a cross-functional team early. Research and development, procurement, quality assurance, food safety, and regulatory teams must collaborate from the outset to ensure that color selection aligns with safety, stability, and compliance requirements.
• Conduct thorough supplier evaluations. Choosing the right partner is critical. Manufacturers should verify agricultural controls, analytical capabilities, and regulatory expertise. Asking suppliers to demonstrate traceability and share detailed specifications is essential.
• Document everything. Robust documentation—from ingredient specifications to supplier audits and analytical test results—is central to demonstrating compliance during FDA inspections.

Achieving Safety and Success in the Natural Color Journey

The transition to natural colors reflects a broader industry movement toward transparency and consumer trust. By investing in strong supplier partnerships and thoughtful product design, companies can successfully adopt natural colors to achieve a product portfolio that meets consumer expectations while upholding the highest standards for food safety.

References

1. Natural Food Colours Association (NATCOL). "NATCOL US Consumers F&B Colors Attitudes 2024." 2024. https://natcol.org/natcol-consumer-attitudes-study/. 
2. Code of Federal Regulations. "Title 21: Food and Drugs." https://www.ecfr.gov/current/title-21.