New Colorful Tortilla Chips and Shells Excite Consumers

Color is Worth a 1000 Words

The phrase “a picture is worth a 1000 words” means an image or illustration can convey an idea, feeling, or even a story more effectively than the written word. For food and beverage, color is worth a 1000 words. It cues and elevates flavor, celebrates seasons and moods, and indicates freshness. Color also increases purchases intent.

Optimized color increases purchase intent +15% in food and beverages.

Sensient Consumer Research 2019

Big brands such as Tostitos and Taco Bell are enticing consumers visually and naturally with tortillas colored from natural sources like beet juice.


There is a broad range of heat-stable natural colors for tortilla chips, strips, and shells, creating endless innovation opportunities.

Sample Heat-Stable Natural Colors Here


Heat-Stable Natural Reds and Pinks

Carmine is extremely cost-effective, but developers may prefer to use a heat-stable beet-based solution from Sensient’s UberBeet™ portfolio like SupraRed™ for a Kosher claim.

  • Valentine’s Day Heart Shaped Tortilla Chips
  • Fuego Diablo Taco Shell
  • Rudolph’s Red Nosed Tortilla Rounds

Heat-Stable Natural Orange

Paprika and beta-carotene both offer strong orange hues that will survive baking or frying in an application like a taco shell or chip.

  • Pumpkin Shaped Tortilla Chips
  • Cheddar Blast Taco Shell
  • Buffalo Sauce Tortilla Strips

Heat-Stable Natural Yellow

Turmeric is a bright, cost-effective natural yellow but developers may need to use more light-stable beta carotene if the packaging has a transparent window to show off the product.

  • Summer Sun Shaped Tortilla Chips
  • Carolina Gold Tortilla Strips
  • Saffron Taco Shell

Heat-Stable Natural Blue

Sensient’s proprietary natural blue vegetable juice fills a gap in the market for heat-stable, FDA-approved natural blues.

  • Galaxy Taco Shell
  • Dreidel Shaped Tortilla Chips
  • Arctic Ranch Tortilla Strips

Heat-Stable Natural Green

In a blend with a heat-stable yellow, Sensient’s natural blue vegetable juice offers clean-label green hues perfect for seasonal launches.

  • Shamrock Shaped Tortilla Chips
  • Jalapeno Tortilla Strips
  • Monster Taco Shell

Heat-Stable Natural Purple

Combining heat-stable reds with Sensient’s heat-stable natural blue vegetable juice creates bold purple hues for unique LTOs.

  • Tulip Shaped Tortilla Chip
  • Ube Taco Shell
  • Purple Pepper Taco Shell

Heat-Stable Natural Black

Black is an eye-catching color for unusual launches, and developers can use blends of natural blues, reds, and yellows to achieve it in baked snacks.

  • Blackout Taco Shell
  • Eclipse Crescent Moon Shaped Tortilla Chips
  • Black Widow Taco Shell

Heat-Stable Natural Brown
for Savory Snacks

While caramel is certainly an option for heat-stable brown shades, brands may need a solution like Sienna™ fruit juice that complies with California’s Prop 65 or Sensient’s Sienna™ blends collection for deeper clean-label dark brown shades.

  • Reindeer Droppings Tortilla Rounds
  • Mole Poblano Taco Shell
  • Emoji Poop Shaped Tortilla Chips

Lean on Sensient’s color experts to help you bring your next seasonal, flavorful, and celebratory launch to life with heat-stable colors for tortilla and snacks!

Explore the wonderful world of natural color further by requesting a consultant with one of our experts here.

Let’s make your product worth 1000 words!

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