Global attitudes to sustainability are evolving fast. Consumers of all ages are developing a much deeper appreciation of the natural world and their desire to protect the planet is growing. This “Regeneration Rising” trend is now starting to influence new product development in the food and drink industry. Consumers are increasingly supporting authentic, purpose-led brands and intensifying the focus on the origins of raw materials and sustainable production.
To achieve success, manufacturers need to create sustainable products that have instinctive appeal for these eco-conscious consumers.
Why Colour Counts
Colour can be used to convey powerful messages about how their food and drink is created. It can help to instantly communicate products’ naturality and sustainability and to celebrate the origins of ingredients.
When developers prioritise colour at the beginning of the innovation process, it acts as a north star, ensuring that each product is visually appealing and tells a compelling story.
Key Colour Directions
As a global supplier of plant-based EXBERRY® colours, GNT is involved in research to identify key trends and developments across the colour marketplace worldwide.
We’ve found that an increasing number of manufacturers are now drawing inspiration from the array of rich colours in the natural world, using visually impactful shades that can be found growing on land and in the sea. This allows their products to send out positive signals about their eco-credentials while maintaining a bold, bright, and fun aesthetic.
Working alongside futures research agency FranklinTill, we’ve identified three new colour directions in line with the Regeneration Trend.
Elevated Earth: This colour direction elevates food and drink categories with an organic but premium look and feel. Earthy colours are applied to raw, unfinished, and highly tactile surfaces. Key shades in the palette include textured purples, red-browns, warm oranges, and inky, tealy blues. Product examples might include sourdough loaves coloured with deep reds and teals, and flavored with nutritious earthy ingredients such as algae. Dairy and plant-based ice creams and creamy desserts, meanwhile, feature the flavours and colours of heritage toasted grains. In the beverage space, cloudy cultured brews like kombucha and drinking vinegars utilise murky shades such as dirtied orange.
Nature Lab: This direction shows natural colour can be bold, bright, intricately textured, and otherworldly. It creates a new realm of extraordinary nature, defying preconceptions with hyper-real hues derived from algae, fruits, berries, and wildflowers. Vibrant greens and blues are key but the palette also encompasses bright, transparent oranges, highly saturated magentas and fuchsias, rich and saturated yellows, and vibrant reds. Product examples include bread doughs coloured with vibrant blue spirulina, dragon fruit, and lovage; tortilla chips reimagined with enticing jewel-like colours; and
RTDs in vibrant, saturated hues verging on neon.
Wholesome Nostalgia: Found in comforting and reassuring products, the colours, smells, tastes, and textures of this direction evoke past memories and experiences. The palette features hues ranging from velvet-like to milky, translucent, muted, and dreamlike. Key shades include cool, elegant blues; sophisticated, indulgent, and comforting greens; warm, comforting, and retro peach hues; pretty white-pinks; and lemony yellows. Product examples include gentle pastel ice creams, pale translucent sorbets, and creamy blended yogurts; sparkling botanical spritzes and summer cocktails in very faded, translucent neons; and baked cheesecakes with set custards in pale pastel peaches, greens, and pinks.
Plant-Based Colours
At GNT, we’ve been creating EXBERRY® colours from non-GMO fruits, vegetables, and plants since 1978. As pioneers in plant-based, sustainable colours, Regeneration Rising is a topic that is very close to our hearts.
We work alongside our customers to devise effective solutions that tap into the latest trends and connect with consumer needs. We can provide support throughout every stage of the product development process, helping brands develop eye-catching, sustainable products that capture the essence of their natural raw materials.
EXBERRY® is the ideal colour solution for the Regeneration Rising era. Suitable for almost any food and beverage application, our colours can be used to create innovative products featuring spectacular shades inspired by the natural world.
By Dieuwertje Raaijmakers, Regeneration Rising trend specialist at GNT Group
For more information about EXBERRY®, visit www.exberry.com
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