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 have been seeking foods that tackle specific health needs and issues in a convenient and enjoyable manner.
The blurring of category lines in functional candy brings about a nostalgic twist to their day, without being too reminiscent of medicines in pill formats. It’s no surprise that brands are coming up with new formats and flavours, with 7% of sugar and gum confectionery launches in Europe featuring a functional claim in the past year (Mintel, 2022).
61% of UK adults plan to support their immune health through their diet, in the future.
Mintel, 2022
Offer a Natural Selection
Many of these functional candies have also opted for a natural approach in their ingredient list to remain consistent in providing a ‘health halo’.
In fact, 1 in 4 European sugar & gum confectionery launches had some kind of “natural” claim in 2022.
Mintel, 2021
In fun functional candy, the efficacy of its functional claim can be supported via visual cues that may positively affect purchase intent on top. Thus formulating products with the right high-performing colouring food is crucial.
Here are some ideas featuring the fastest-growing functional claims in candy:
Immunity related claim
26% of EUROPEAN SUGAR AND GUM CONFECTIONERY LAUNCHES IN 2022 (Mintel)
Yellow and orange shades are often strongly linked to consumers’ understanding of Vitamin C and communicate the idea of building the body’s immunity and reducing susceptibility to illnesses. Colouring foods like Lemon Yellow or Peach Orange can provide bright yellow to orange shades naturally for your formulation. If you would like to claim the lack of additives and preservatives on your packaging, Cardea™ colouring foods like Cardea™ Banana Yellow are the perfect option for you as the entire formulation is free from additives and preservatives.
Energy related claim
11% of European sugar and gum confectionery launches in 2022 (Mintel)
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 with single-ingredient colouring food solutions like Strawberry Red or for example with a ready blend of a purple and a yellow colouring food, like Fusion Strawberry Red.
Brain & Nervous system related claims
6% of European sugar and gum confectionery launches in 2022 (Mintel)
Soothing colours are typically associated with cool colours like blues and purples that are calming by nature. Sensient’s Marine Blue colouring foods based on Spirulina are able to produce vibrant and deep blue shades to enable functional confectionery products to stand out. For a deep, eye-catching purple look, Fusion Purple Grape, a combination of Spirulina and another colouring food solution, offers a great solution.
Look On the White Side
In confectionery products, whitening can help to achieve a look that best signals the flavour profile or to achieve more vibrant final shades after an additional colour is applied on top. Sensient’s global Avalanche™ portfolio was created to offer a wide range of natural whitening options suitable for multiple applications like hard-boiled candies, jellies or gums. Whether you are looking for a titanium dioxide replacement, a natural whitening or opacifying solution for your next development, discover a wide range of suitable solutions here.
Make Colour in Candy a Can-Do
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