The steadily increasing awareness about food in general and food additives in particular indicates that more and more consumers now take due consideration to find out the source of the different food ingredients before consumption.
In the recent past, many food and beverage companies all over the world have had a decisive relook at their offerings entailing certain food additives that might be natural but of a contestable source. Among the many products in question is carmine. In fact, most of the food and beverage industry using red food colourant is currently faced with a challenge of the regulatory and discernment issues of the consumers as well as food safety enforcement agencies.
In that context, Roha is endeavouring to embed its imprint in an ever evolving food and beverage market and meet the global demand for all natural food products with the launch of an exciting new product, Natracol Ultra Cran Red. It is a known fact that almost all over the world, there exists a strong demand and undercurrent of progression from synthetic food colourants to natural ones. Many countries in Europe have gradually but irreversibly moved towards natural food colours. In the USA, the colours listed in the natural category are exempted from certification showing the strong support of the policymakers towards the shift from synthetic to natural.
Roha has shown its strong commitment towards the shift with its latests innovation by developing ‘Natracol Ultra Cran Red’ which readily disperses in dairy liquids to produce a vibrant shade and has the ability to provide various shades of red from light pink to brilliant orange to red.
Natracol Ultra Cran Red has multiple benefits over its substitutes such as being a suitable replacement of FD&C Red 40 for ice creams and frozen desserts. The product also works effectively with a variable range of PH and is also more cost effective to the other commonly used natural colourant- Lycopene. The product is also highly stable to exposure to light and disperses effectively in milk giving the desired range of stable colouring. Most important of all, the product has proven to be an extremely capable replacement of carmine in dairy products. UCR is Halal and Kosher certified in all countries as opposed to Carmine.
Elaborating further on the strategic importance of the significant development, the visionary and dynamic Managing Director of ROHA Dyechem, Mr. Brijesh Tibrewala eloquently described the company’s thought process behind the innovation. In his words: “Roha Dyechem has consistently endeavoured to bring more and more innovative solutions to the food colouring industry and this has helped place ROHA amongst the most pioneering global companies in the industry. With the launch of Natracol Ultra Cran Red, Roha has tried and created an awareness that natural colours can be taken to a customized and sustainable level and can be effectively used for frozen desserts and dairy products for its various advantages over the existing options.”
Talking about the challenges of usage of natural red food colours for dairy applications, the Vice President of Global Colour Application and R&D of Roha- Byron Madkins elaborated: “We are well aware that there is a gradual but definitive shift from synthetic food color to natural ones. When it comes to the red food color, most red colorants are based on carmine which as a food ingredient is causing a fair bit of discomfort to the sensibilities of consumers and is facing regulatory and consumer concerns.”
“Also due to the almost neutral pH of milk, most natural colours either provide shades of red tilting more towards bluish red and purple or have stability issues towards Ph, heat and light. We attempt to address all those issues effectively including the versatility, cost and application advantages. Customers have always been at the centre of all our products and innovations and I am sure that this product will be another feather in
