Colourless foods reshape perceptions of health and flavour

As food companies move away from artificial dyes, some are eliminating colour altogether rather than using costly, less stable natural alternatives.

Yu Ma, professor of marketing at McGill Desautels, says this shift may appeal to health-conscious consumers who associate colourless products with purity, authenticity and natural ingredients.

Yet removing colour also creates marketing challenges because appearance shapes expectations around flavour, quality and intensity. Colourful packaging can help communicate flavour and attract attention in crowded stores, but consumer acceptance will vary by product and brand positioning.

“Without colour, you’re losing that punch in attracting people’s attention,” Ma said. Ultimately, colourless products may succeed when their perceived health benefits outweigh consumers’ sensory expectations.