LOUISVILLE, KY | 15 July 2024 | Givaudan Sense Colour is excited to announce the launch of the new Amaize® orange-red, at IFT 2024. This expansion to the existing Amaize® line of corn-based anthocyanin colours has a bright orange-red shade that provides a close match to Red 40 in acidic applications.

“This is an exciting innovation for the food industry,” says Nathalie Pauleau, Global Product Manager for Givaudan Sense Colour. “Our previous Amaize® colours are a pinky-red shade that is similar to other natural anthocyanin options like black carrot and elderberry. But we developed this new shade is to be more orange-red, similar in shade to red radish but without the vegetal taste and aroma. That makes it a great choice for developers who are looking for natural alternatives to red 40 with a simple label and a neutral taste, especially with the changing regulatory landscape in the US.”

Like other anthocyanins, Amaize® orange-red has excellent stability to heat and light. It is available in powder and liquid forms and is suitable for low pH applications including beverages, confections, fruit preps, ice lollies, sorbets, and snack seasonings.

“Aside from the shade and neutral taste, this colour offers a completely transparent supply chain,” Pauleau continues. “We developed this shade with our agronomy partners from a non-GM purple corn hybrid using traditional breeding methods. It’s grown in North America and gently water extracted in-house at our Port Washington, Wisconsin natural colour facility. And the spent grain is sold to local farmers to reduce waste.”

About Givaudan Sense Colour: Givaudan Sense Colour was officially launched in January of 2024 after the acquisitions of Naturex in 2018 and DDW The Color House in 2021. It is a division of Taste & Wellbeing that is dedicated solely to supporting customers with their natural colour needs and complements the vast portfolio of flavours and botanicals. Mother Nature supplies the raw materials, Sense Colour adds more than 155 years of color expertise. It is a brilliant partnership that offers a complete range of natural color solutions for the food and beverage industry. Learn more at ddwcolor.com