The Fun of Color in Functional Candy

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Most of us have had a favorite childhood candy that provided comfort as a kid and can deeply associate it with childhood memories.

In uncertain times, the phenomenon of seeking nostalgia might be one of the many reasons why candy has come back in a big way, and not just amongst children.

Put the Fun in Functional

In recent years, brands have found a way to speak to their adult audience through functional candy. Under the wellness trend, consumers were seeking foods that tackled specific health needs and issues in a convenient and enjoyable manner.

The blurring of category lines in functional candy brought about a nostalgic twist to their day, without being too reminiscent of medicines in pill formats. It’s no surprise that brands like Swisse, Goli, and Funday are coming up with new formats and flavors, with 10% of all food and drink launches in APAC featuring a functional claim in the past year. (Mintel, 2022)

71% of APAC consumers intend to increase spending on their health and wellbeing over the next 12 months

FoodNavigator, 2022

Offer a Natural Selection

Many of these functional candies have also opted for the natural approach in their ingredient list to remain consistent in providing a ‘healthy halo’.

In fact, the natural claim category was the third highest in Asia Pacific at 25.7% of all food and beverage products in APAC.

Mintel, 2021

Finding stable natural colors to formulate products is therefore crucial in the manufacturer’s process. For functional candy, it can also convey the efficacy of its claims through visual cues which affects purchase intent. Sensient’s Natural Extracts range and flavor offering makes us a one-stop destination for end to end solutions.

Here are some ideas featuring the fastest-growing functional claims in candy:

Immunity
363% increase from 2017 to 2021

Orange is strongly linked to consumers’ understanding of Vitamin C and communicates the idea of building the body’s immunity and reducing susceptibility to illnesses. Blends of Annato and Lemon Yellow AET, can provide the optimal shade for your formulation.

Color: Annato and Lemon Yellow AET
Extract: Chaga
Flavor: Orange Flavor

Energy
321% increase from 2017 to 2021

Vibrant shades of reds and dark pinks bring out the expression of vitality that provides a boost to your day. These stronger tones can be achieved through different levels of Beet Juice Concentrate to signal the effectiveness of its accompanying natural ingredients.

Color: Beet Juice Concentrate
Extract: Guarana (Known to reduce fatigue and aid memory)
Flavor: Strawberry

Stress and Sleep Aid
159% increase from 2017 to 2021

Soothing colors are typically associated with cool colors like blues and purples that are calming by nature. Sensient’s Butterfly Pea and Spirulina technologies are able to produce desirable shades at fairly low usage levels to provide a cost-effective solution.

Color: Natural Blue, Butterfly Pea
Extract: Chamomile (Known to reduce stress and for soothing effects)
Flavor: Blueberry

Look On the White Side

The trick to having a brighter color may sometimes lie in your candy’s base. White solutions can act as an opacifying agent to bring out the true potential of natural colors. White candy can also be a good signifier for calcium claims for those looking to aid their bone health.

Sensient’s Avalanche portfolio is perfect to act as a natural solution, while giving off the desired white shade in various formats.

Make Color in Candy a Can-Do

Partner with us to leverage on our R&D capabilities and color experts with advanced knowledge in an ever-changing market. Request a sample from us today!

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For over 100 years, Sensient Food Colors has been an innovation partner to food and beverage brands, providing them with nature’s best sensory ingredients like natural food coloring.

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