FruitMax color range enters U.S. market

by Jeff Gelski
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COPENHAGEN, DENMARK — Chr. Hansen has introduced its FruitMax range of coloring foodstuffs for use in foods and beverages in the U.S. market. The range includes seven shades from red to violet, and all are processed from edible, natural sources such as fruit, vegetables, herbs and spices.

Chr. Hansen already offers FruitMax in Europe. The company has seen an increase in requests from U.S. food manufacturers looking to replace artificial colors with natural alternatives, said Kurt Seagrist, senior vice-president of colors for Chr. Hansen, which is based in Copenhagen and has its North American headquarters in Milwaukee.

“One specific sub-trend is the rising consumer demand for ‘clean label’ food products, meaning foods with few food additives listed on the product label,” Mr. Seagrist said. “Particularly in the dairy segment, we see many food product launches focusing on all-natural positioning. Using our FruitMax colors, food manufacturers have the opportunity to ‘color food with food’ without making compromises in the appearance of the product.”

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