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Natural Red Food Color

Seeking a proprietary, clean label, red food color that meets consumer preferences and food industry requirements. Read Overview...
Overview

The Problem

When colorants are needed in the formulation of a new or reformulated food or beverage, synthetic colors are now seldom used. Once praised for their cost effectiveness, aesthetic appeal, ease of use and high stability, synthetic colors are now largely being replaced by natural colors. This is due, by and large, to a convergence of two trends.

First, there is a growing belief, disputed by most reputable scientists and FDA that synthetic colors contribute to ADHD in children. This belief was given additional credence in 2007 with the highly publicized “Southampton Study” in which a link was reported between six synthetic colorants and ADHD in children. Second, the general “health and wellness” trend emphasizing natural and wholesome foods. As the food industry worked to capitalize on this trend, the lack of a legal definition of “natural” came to play and redirected the efforts toward “clean labeling.”

“Clean Label” is an ambiguous term describing an approach used by the food industry to avoid making the “natural” claims which have proven to be difficult to legally defend. A clean label approach utilizes a limited number of recognizable ingredients to convey a “natural” message without explicitly stating it. Naturally sourced ingredients are the norm, but not every natural ingredient aligns with consumers’ desires. In the case of colors, carmine (insect-derived), caramel (carcinogen link) and titanium dioxide (mineral-sourced) are a few examples of natural colors that would not be considered appropriate for most “clean label” foods.

In general, naturally-sourced colorants, while gaining market share, exhibit limited stability. Additionally, they can contribute off-tastes and much higher cost-in-use than a synthetic color. Possibly the most important drawback, the palette of available shades is insufficient to meet the needs of the food industry.

Red is the most popular shade for foods and beverages.  Consequently red colorants represent the single largest market segment.  But there is currently no FDA-approved, "clean label", red food color that meets the broad needs of the food industry. Beet juice lacks stability in heat processed foods and in high water activity products. Carmine and the carotenoids are not “clean-label” and anthocyanins (fruit and vegetable juices) work only in low pH systems and fade unacceptably in the presence of ascorbic acid, a common beverage ingredient. 

THERE IS A NEED FOR AN ATTRACTIVE, "CLEAN LABEL", STABLE, COST-EFFECTIVE RED FOOD COLOR, especially for some of the more difficult applications- baked goods, cereals, pet foods and dairy. 

Potential Problem-Solving Pathways (Non-Exhaustive)

  1. Identification of a new source for an existing FDA-approved colorant, most likely a non-commercialized juice from an edible fruit or vegetable, as per 21CFR 73.250 & 73.260.
  2. PHYSICAL modification of an existing FDA-approved colorant, e.g., encapsulation, emulsification, drying, concentration, adsorption, extension, etc. 
    NOTE: changes in the CHEMICAL nature of the colorant would negate any prior toxicity studies and, therefore, almost certainly require FDA approval via the submission of a Color Additive Petition.
  3. Submission of a Color Additive Petition to FDA to gain approval of a colorant not currently approved for use in foods and beverages.
  4. Selective breeding and/or improved agricultural practices of source crops to improve color, reduce cost, increase availability, improve sustainability, etc.

The Challenge Breakthrough

Viveri Food Colors, a division of the Day-Glo Color Group, is committed to identifying and providing both the consumer and the food industry with a significant improvement to the current supply, selection, quality and performance properties of “clean label” red food colorants.

What You Can Do To Cause A Breakthrough

  • Click "Follow the Challenge" above to be notified of any status updates to the challenge.
  • Click "Yes Sign Me Up!" above to register for the challenge. You will be notified of any status updates and be able to create an entry to the challenge when it opens.
  • Click on the "Share" button or social media icons above to share this challenge with your friends, your family, or anyone you know who has a passion for discovery.

Leave a comment in our Comments Thread to join the conversation, ask questions or connect with other innovators.

 

Additional rules

Who can participate:
The Challenge is open to all individuals and teams.  To be eligible to compete, you must comply with all the terms of the Challenge as defined in the Challenge-Specific Agreement.

Selection of Winner:

1. Solutions will be tested and measured against FD&C Red No. 40 by Day-Glo Color Group with additional, selected external testing regarding market acceptance.

2. The winning solution will be paid $100,000 upon completion of a successful proof of concept by the Day-Glo Color Group.  If the winning solution requires a Color Additive Petition (CAP), the award will be paid in two installments: Installment One of $50,000 will be paid upon the completion of a successful proof of concept.  Installment Two of $50,000 will be paid upon FDA approval of the CAP.

DETAILS: Many of the judging criteria will be on a relative basis.  No absolute target value can be given other than to say that the goal is to identify a colorant that performs at least as well as FD&C Red #40 in the most possible attributes- safety, appearance, performance, cost, consumer acceptance, etc.  Commercially feasible concepts that do not win the main award may still be eligible for awards of lesser amounts at the sole discretion of the Day-Glo Color Group. 

Judging: submissions will be evaluated based on the combined commercial value of the individual parameters rather than on the accumulated points. Refer to GUIDELINES for specifics. 

Any competitor misrepresenting their results will be automatically disqualified from the challenge.

Registration and Submissions:
Registrations must be completed by Midnight MST, May 1, 2016 to be eligible for the prize. No registrations will be accepted after this date and no changes to Teams may be made after this date.

All submission materials must be submitted online on or before Midnight MST, Sept 1, 2016. No submissions will be accepted after this time. Incomplete submissions will not be accepted. All submissions must be received online, via the Challenge website, and all uploads can be in PDF format only. Submission reporting requirements are detailed in Judging.

Challenge Guidelines are subject to change. Registered competitors will receive notification when changes are made, however, we highly encourage you to visit the Challenge Site often to review updates.

Guidelines
Timeline
Updates 3

Seeing red? Industry poll reveals natural red color challenge in meat, dairy, bakery applications.

July 12, 2016, 9:46 a.m. PDT by Viveri NaturalRedChallenge

Seeing red? Industry poll reveals natural red color challenge in meat, dairy, bakery applications

By Elaine WATSONElaine WATSON, 05-Dec-2013

The quality and range of natural colors has increased significantly in recent years, but getting a vibrant natural red shade in some bakery, meat and dairy applications - especially if you want to avoid carmine - remains a big challenge, according to an industry poll.

http://www.foodnavigator-usa.com/Suppliers2/Seeing-red-Industry-poll-reveals-natural-red-color-challenge-in-meat-dairy-bakery-applications


Mars, Incorporated to remove all artificial colors from its human food portfolio

July 11, 2016, 10:56 a.m. PDT by Viveri NaturalRedChallenge

Feb 05, 2016, 16:08 ET

News provided by
Mars, Incorporated

Mars, Incorporated to remove all artificial colors from its human food portfolio

Five-year effort will impact chocolate, gum, confection, food and drink brands

MCLEAN, Va., Feb. 5, 2016 /PRNewswire/ -- Mars, Incorporated announced today that it will remove all artificial colors from its human food products as part of a commitment to meet evolving consumer preferences.

Though many of the company's products are already free of artificial colors, by expanding the scope of the effort to its entire human food portfolio, Mars is making a commitment of significant depth and breadth. Products across the range of the company's chocolate, gum, confection, food and drink businesses will be affected by the change, which will take place incrementally over the next five years.

Artificial colors pose no known risks to human health or safety, but consumers today are calling on food manufacturers to use more natural ingredients in their products. Against this backdrop, Mars will work closely with its suppliers to find alternatives that not only meet the its strict quality and safety standards, but also maintain the vibrant, fun colors consumers have come to expect from the company's beloved brands.

"We're in the business of satisfying and delighting the people who love our products," said Grant F. Reid, President and CEO of Mars, Incorporated. "Eliminating all artificial colors from our human food portfolio is a massive undertaking, and one that will take time and hard work to accomplish. Our consumers are the boss and we hear them. If it's the right thing to do for them, it's the right thing to do for Mars."

Today Mars uses a variety of naturally sourced and artificial colors in its global product portfolio. Depending on consumer preferences, ingredient availability and local regulations, slightly different formulations and products may exist in different markets. However, all ingredients used by the company are safe, and all are manufactured in compliance with Mars' own strict internal quality and safety requirements and the requirements established by food safety regulators globally, including the U.S. Food and Drug Administration (FDA) and the European Food Safety Authority (EFSA).

Removing all artificial colors from a human food portfolio that features more than 50 brands represents a complex challenge. Mars' strategy includes partnering with suppliers to identify new ingredients and formulas that meet its rigid safety and quality standards, addressing all legal and regulatory requirements, and creating accessible ways to gather input and feedback from consumers throughout the reformulation process. The company believes the process of developing alternative colors, ensuring their safety and quality, obtaining regulatory approval, and introducing the new ingredients across the entirety of its human food portfolio around the world will take about five years.

About Mars, Incorporated
Mars, Incorporated is a private, family-owned business with more than a century of history and some of the best-loved brands in the world including M&M'S®, PEDIGREE®, DOUBLEMINT® and UNCLE BEN'S®. Headquartered in McLean, VA, Mars has more than $33 billion in sales from six diverse business segments: Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. More than 80,000 Associates across 73 countries are united by the company's Five Principles: Quality, Efficiency, Responsibility, Mutuality and Freedom and strive every day to create relationships with stakeholders that deliver growth we are proud of as a company. 

For more information about Mars, Incorporated, please visit www.mars.com. Follow us on Facebook, Twitter, LinkedIn and YouTube. 

Contact
Mars, Incorporated
Jonathan Mudd, (703) 821-4956
jonathan.mudd@effem.com

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/mars-incorporated-to-remove-all-artificial-colors-from-its-human-food-portfolio-300216158.html

SOURCE Mars, Incorporated

Feb 05, 2016, 16:08 ET

News provided by
Mars, Incorporated

Mars, Incorporated to remove all artificial colors from its human food portfolio

Five-year effort will impact chocolate, gum, confection, food and drink brands

MCLEAN, Va., Feb. 5, 2016 /PRNewswire/ -- Mars, Incorporated announced today that it will remove all artificial colors from its human food products as part of a commitment to meet evolving consumer preferences.

Though many of the company's products are already free of artificial colors, by expanding the scope of the effort to its entire human food portfolio, Mars is making a commitment of significant depth and breadth. Products across the range of the company's chocolate, gum, confection, food and drink businesses will be affected by the change, which will take place incrementally over the next five years.

Artificial colors pose no known risks to human health or safety, but consumers today are calling on food manufacturers to use more natural ingredients in their products. Against this backdrop, Mars will work closely with its suppliers to find alternatives that not only meet the its strict quality and safety standards, but also maintain the vibrant, fun colors consumers have come to expect from the company's beloved brands.

"We're in the business of satisfying and delighting the people who love our products," said Grant F. Reid, President and CEO of Mars, Incorporated. "Eliminating all artificial colors from our human food portfolio is a massive undertaking, and one that will take time and hard work to accomplish. Our consumers are the boss and we hear them. If it's the right thing to do for them, it's the right thing to do for Mars."

Today Mars uses a variety of naturally sourced and artificial colors in its global product portfolio. Depending on consumer preferences, ingredient availability and local regulations, slightly different formulations and products may exist in different markets. However, all ingredients used by the company are safe, and all are manufactured in compliance with Mars' own strict internal quality and safety requirements and the requirements established by food safety regulators globally, including the U.S. Food and Drug Administration (FDA) and the European Food Safety Authority (EFSA).

Removing all artificial colors from a human food portfolio that features more than 50 brands represents a complex challenge. Mars' strategy includes partnering with suppliers to identify new ingredients and formulas that meet its rigid safety and quality standards, addressing all legal and regulatory requirements, and creating accessible ways to gather input and feedback from consumers throughout the reformulation process. The company believes the process of developing alternative colors, ensuring their safety and quality, obtaining regulatory approval, and introducing the new ingredients across the entirety of its human food portfolio around the world will take about five years.

About Mars, Incorporated
Mars, Incorporated is a private, family-owned business with more than a century of history and some of the best-loved brands in the world including M&M'S®, PEDIGREE®, DOUBLEMINT® and UNCLE BEN'S®. Headquartered in McLean, VA, Mars has more than $33 billion in sales from six diverse business segments: Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. More than 80,000 Associates across 73 countries are united by the company's Five Principles: Quality, Efficiency, Responsibility, Mutuality and Freedom and strive every day to create relationships with stakeholders that deliver growth we are proud of as a company. 

For more information about Mars, Incorporated, please visit www.mars.com. Follow us on Facebook, Twitter, LinkedIn and YouTube. 

Contact
Mars, Incorporated
Jonathan Mudd, (703) 821-4956
jonathan.mudd@effem.com

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/mars-incorporated-to-remove-all-artificial-colors-from-its-human-food-portfolio-300216158.html

SOURCE Mars, Incorporated


Registration Period extended!

April 28, 2016, 9:33 a.m. PDT by Viveri NaturalRedChallenge

Hello community!

We are excited by the response to the challenge, so much so, that we are extending the registration period an additional month (June 1) to give even more people the opportunity to participate.   

The extension also gives you an extra month to work on your submission.  The final close date hasn't changed so on January 2nd you could be the winner of $100,000!

Good luck!


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