WILD Flavors & Specialty Ingredients (WFSI), a business unit of ADM, is extending its portfolio of natural colouring foods with the addition of products based on extracts from pumpkin and a special carrot variety containing lycopene. Launched as a celebration of the company’s heritage in colouring foodstuff innovation, the new products add vivid yellow, orange and green hues to various food applications.

WFSI is launching two new products as it celebrates the company’s 30 year history in colouring foodstuff from fruit and vegetables sources as a response to the continuously growing consumer demand for natural products. WILD Flavors was founded in Germany in 1931 and was acquired by ADM in 2014.

"Naturalness has always been at the core of our business and ethos, and we continue to innovate in response to evolving consumer demands — staying ahead of current trends and offering food and beverage developers an advantage in an increasingly competitive market,” said Jochen Heininger, vice president of Marketing and Product Management, EMEAI, WFSI.

The new pumpkin-based product rounds off a portfolio of yellow colour shades which also include safflower, curcuma and yellow carrot. Combined with spirulina, it is used to create varying shades of green, according to market demands. The other new development includes a carrot extract with lycopene as a natural colouring component, for deep yellow-orange shades. Complying with current EU guidelines, both products are said to be ideal for developing strong colours and different shades of yellow, orange and green in food applications.

These two new additions complement WFSI’s current colour portfolio, which includes the Rainbow Range, a selection of colouring foodstuffs for beverages and foods. With vivid shades and excellent stability, according to the company, the Rainbow Range can be used in several different applications, such as: water-soluble products for beverages; gelatin articles and hard caramels; oil-soluble options for chocolate waffles; powders for instant beverages; and much more.