The Fun of Colour in Functional Candy
Most of us have had a favourite 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 flavours, 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 colours 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 flavour 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.
- Colour: Annato and Lemon Yellow AET
- Extract: Chaga
- Flavour: 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.
- Colour: Beet Juice Concentrate
- Extract: Guarana (Known to reduce fatigue and aid memory)
- Flavour: Strawberry
Stress and Sleep Aid
159% increase from 2017 to 2021
Soothing colours are typically associated with cool colours 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.
- Colour: Natural Blue, Butterfly Pea
- Extract: Chamomile
(Known to reduce stress and for soothing effects) - Flavour: Blueberry
Look On the White Side
The trick to having a brighter colour may sometimes lie in your candy’s base. White solutions can act as an opacifying agent to bring out the true potential of natural colours. 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. Read more about its performance and why APAC manufacturers are looking for alternatives to titanium dioxide (TiO2) here.
Make Colour in Candy a Can-Do
Partner with us to leverage on our R&D capabilities and colour experts with advanced knowledge in an ever-changing market. Request a sample from us today!
