Healthy Indulgence: Colourful Goodies for Gen Alpha

Gen alpha ate! Figuratively and literally! Their ever-growing influence on household purchasing decisions is driving the development of adventurous sweet treats and confections.

Digital experiences, visual appeal, interactive elements and bold flavors, are some of the factors that inspire treat cravings for this demographic.

But beyond hype, this generation is becoming increasingly health-conscious, in alignment with the influence of their Gen X and Millennial parents. What is the role that colors, and especially natural colors, play in the creation of rizz candies? In this article, we’ll look at how natural colors contribute to the health halo of these goodies and provide solutions to some challenges that can arise when designing better for you treats.

Candies and sweet goods are generally not the standard vehicle for functionality, but sugar reduction can be highlighted as one way to capture the interest of both kids and parents.

Since low water activity and high sugar content are protective factors for the light and heat stability of many natural pigments, care must be taken when creating naturally colored low or no-sugar treats.

Heat stable options like Caramel colours, annatto, carmine, and vegetable carbon black are straightforward solutions to achieve vibrancy in heat processed candies – both regular and low sugar. But other colors can also be used successfully. 

Carotenoids like emSeal® Beta-carotene and Paprika emulsions are stable in confections like gummies, chews and hard candies, and that stability is improved with the addition of ascorbic acid to boost the action of the antioxidants used in the color formula. 

Even heat sensitive colors like Everzure® spirulina and galdieria extracts can be used in low sugar confections if the color is added while the temperature is descending and if the cooling stage is strictly controlled. Non-caloric sweeteners like some polyols, can lower water activity, which also curbs degradative reactions. 

Other wellness traits that parents seek in BFY treats for young consumers are transparency, sustainable sourcing, and naturalness. Resorting to color options that are ‘derived from fruit and vegetable juices’ provides a health halo to such treats, because they bring up cognitive signals for balanced nutrition. 

Vegebrite® juice concentrates are color options from fruits and vegetables that fit the bill perfectly. They include a variety of anthocyanin sources like black carrot, elderberry, and grape – which enjoy consumer recognition as “those famous beneficial substances” that make purple and red foods so good for everyone. 

Picture a dark chocolate filled with a rich berry flavored fondant, colored with black carrot juice.

Indulgent bites, vibrant shades, and flavor congruency are tangled with concepts like wholesomeness and wellness. Natural colors are the perfect tools to help deliver a well rounded and exciting consumption experience for better for you confections that kids love, and parents embrace. 

Contact us to learn more to get started with an ample portfolio of natural colors for confectionery.