It’s important to match the flavor to the appropriate color. Misalignment may confuse the palate and diminish the perceived flavor.

“Colors help set expectations for what baked goods will taste like, such as soft red for sun-ripened strawberry buttercream or the saturated red characteristic of red velvet cupcakes,” said Kelly Newsome, senior global marketing manager, ADM. “Red may also signal spicy flavors, like flaming hot crunchy snacks or focaccia bread with Sichuan chili oil. Yellow and orange colors are elemental in the food industry, communicating nutrition, satiety and flavor, including citrus and tropical fruits, cheese, butter, carrots, spice blends and more.”

Color solutions can enhance authenticity in the appearance of baked goods. Adding chestnut brown color to chocolate icing, for example, can make it more closely resemble pure cocoa.

“While there is good logic in matching colors to flavors, color can also be a good tactic to surprise the more adventurous customers,” said Lotte Jeppesen, global industry marketing manager, Oterra. “The surprise factor of a purple icing that tastes of lime or a green with a raspberry taste is something that adds a bit of wow or fun to a product.”

What people say they want is not always what they are actually craving. That is often the case with chocolate. That’s where color may assist.

“People love the sound of dark chocolate but more seem to prefer the flavor of milk chocolate,” said Jerry McDonald, executive vice president of culinary, Midas Foods International. “By using caramel color or caramelized sugar, the flavor of milk chocolate in a baked good can be made to look like dark chocolate, yielding the best of both worlds.”

When black cocoa is added to chocolate cake, it is possible to get a deeper dark crumb without influencing the chocolate flavor, according to Jennifer Adams, director of ingredient technology and applications, IFPC.

“With cheesecake and custards, the addition of some egg shade can really help to increase the perceived richness,” McDonald said. “People want the idea of ‘egginess,’ but if enough eggs were used to change the color, the texture and flavor would not be ideal.”

The same is true with baked goods made with real cheese, in particular orange cheeses. Color and flavor may be required for the cheese flavor to be tasted. Flavors can provide missing top notes.

“Adding a natural yellow tint to lemon bars can enhance visual appeal, indicating a fresh, tangy flavor,” said Angela Tipton, marketing manager, Kerr by Ingredion. “The bright color can make the bars look refreshing and more appetizing.” 

Keeping flavor vibrant

Flavors are critical to managing and enhancing all types of baked goods.

“Primary flavors define the identity of the baked good,” Tipton said. “Subtle, background flavors enhance and support the primary flavors, adding complexity and depth. They provide balance and can make the characterizing flavors more pronounced.”

For instance, blueberry flavor is key in blueberry muffins. But a hint of lemon can add a bright note that complements and enhances the sweetness of blueberries.

“Some functional ingredients may introduce off-flavors,” Tipton added. “Flavors can be added to mask or balance these undesirable notes, improving the overall taste.”

Kat Crozier, senior marketing manager, ADM, used the example of a low-sugar, high-fiber blueberry muffin that must maintain a moist and delicate crumb, juicy berry flavor and pleasant sweetness. 

“Non-characterizing flavors — such as apple or black currant — help achieve depth and complexity of the desired flavor profile and contribute to other sensory attributes like mouthfeel,” she added.

Flavors also ensure consistency by compensating for natural variations in ingredients. They can help compensate for flavor loss during production and shelf life. 

“Flavors can also provide a cost-effective way to maintain a product’s sensory experience,” said Casey Schallert, vice president, culinary at Midas Foods International . “By reducing or removing expensive ingredients, flavors can help achieve a similar taste profile at a lower cost.”

Indulgence can be simulated by manipulating flavors. Butter flavor, for example, can add a richness to a bran muffin without contributing fat or calories.

“Flavors provide the opportunity to create products that are free from allergens without compromising on taste,” said Jessica Lopez, flavor chemist, Wixon. “Artificial nut flavors can replicate the richness of nuts without the need for actual nut ingredients. In gluten-free baking, replacing traditional flour with flavor-enhanced bread or crust flavors can help maintain a desirable taste. Yeast extracts are a powerful addition to savory bakery products. They impart zing through umami, helping to accentuate other savory flavors and creating a more impactful taste.”

The umami in yeast extracts and monosodium glutamate can intensify flavors, including amplifying salt perception in baked goods. This aids in sodium reduction while maintaining a satisfying savory taste. Kokumi is another tool. 

“Using the flavor concept of kokumi, there is a potential for cost savings by needing less of an aged cheddar in cheese-flavored crackers, as kokumi improves the richness of the cheese flavor,” said Sarah Corwin, associate director, research and innovation, Ajinomoto Health & Nutrition North America Inc. “Kokumi flavor-enhancing technologies build mouthfeel and rounded taste profiles, and lend cohesivity to both unique and traditional flavor combinations without adding characterizing notes of their own, making it perfect for both sweet and salty baked goods.”

Taste is king, but exclusivity and novelty drive social media, which connects to the increase of limited-time offers consumers continue to see, she added. 

“When brands differentiate products through trending flavors, whether extreme heat, fusion flavors or unexpected pairings, they often rely on non-characterizing flavors and global influence to reinvent a familiar classic,” Corwin explained.

That’s where umami and kokumi enter.

“Baked good flavors can be both nostalgic and an opportunity to expand expectations. The entire taste experience must be considered,” said Elaine Lee, applications manager, Lycored. “We have a naturally derived tomato-based taste enhancer that can contribute a balanced roundness and intensity to baked goods from bars to cookies. It provides the naturally occurring umami and kokumi characteristics present in tomatoes and is perfect for adding a flavor burst to sweet and savory baked goods.”

Sweet and spicy — swicy — continues to build momentum. Colors help convey the two tastes.

“Hot honey seasoning is a perfect example of how color can enhance flavor perception,” Elaine Lee said. “The golden, slightly reddish tint of hot honey suggests sweetness balanced by a spicy kick. This color visually primes the eater for the tangy and spicy-sweet profile of the seasoning, making each bite more exciting.”

Bakers can have a lot of fun with the swicy trend. There are many visual cues to provide sensory impact.

“Think spicy plum tartlets drizzled in chocolate and sprinkled with cayenne pepper flakes,” Crozier said. “Picture an artisan bread loaf stuffed with melty cheese and chopped aji amarillo peppers.”

Consumers’ attention span is short these days. If a shopper is strolling past a bakery counter eyeing the display case in a supermarket or scrolling online to order delivery, “wow” has become a valuable selling tool.

This article is an excerpt from the March 2025 issue of Baking & Snack. To read the entire feature on Seasonings/Flavors/Colors, click here.