A red like no other

A red like no other


Clean, simple and naturally sourced – Chr. Hansen launches a vibrant, minimally processed red vegetable juice with unique coloring benefits

Red is a key shade in many food products – from cakes to confectionary to milkshakes. But, naturally sourced red solutions can be rife with technical constraints for food and beverage manufacturers.

Because of that, it can be challenging to create a stable and vibrant color.

“Our new FruitMax® reds have been developed to solve some of the major challenges with natural red colors that exist in the industry today. They provide a stable vibrant red shade without having the tendency to create an off-flavor like red radish concentrates.

After all, it was our ambition to meet consumer demands for natural. Enabling, as well, food and beverage manufacturers to create exactly the shade of red that suits their brand – every time. The result really is a red color like no other,” explains Klaus Bjerrum, executive vice president, Natural Colors.

These new FruitMax® reds are based on a blend of red vegetables. They are minimally processed and meet the EU requirements for Coloring Foodstuffs. Together, the two products cover a broad range of market demands. 

Giving consumers what they ask for 

Minimally processed colors are based on fruit, vegetable or edible plant concentrates. They are the fastest growing color type in the food and beverage industry in response to consumer demands for natural ingredients and clean labels.

“‘No additives and preservatives’ is the top claim on product launches globally today. Transparency on labelling is no longer a choice, it’s a necessity to remain relevant and competitive. Due to that, we develop solutions that answer to these demands.

We work side-by-side with our customers before, during and after the development process,” says Pernille Arskog, senior manager, Global Marketing.

Crafted with gentle, traditional production methods Chr. Hansen has a range of FruitMax® colors which can be clearly and simply labelled as fruit and vegetable juices.

Vibrant red or soft pink 

The unique coloring properties of these FruitMax® reds can create a vibrant red or a soft pink. Available globally, they can be used in confectionery, water ice, bakery and bakery decorations, fruit preparation and fermented milk products.

“They fill the need in the market for a stable bright ‘strawberry’ red shade that can be used in less acidic food products like cakes, milk shakes and smoothies. These FruitMax® reds are an excellent alternative to synthetic red colors and carmine. They are more stable than red beet concentrates that turn brown when subjected to heat. Furthermore, they are less pH sensitive than other reds based on anthocyanins which are known to turn greyish at neutral pH as well”, adds Arskog.

About Chr. Hansen Natural Colors

Chr. Hansen is the world leader in natural colors. We apply our deep knowledge and insights about pigments, applications, and regulatory requirements around the globe to help our customers and consumers. To bring them safe and appetizing food to the table. Sourced from nature, our color portfolio is the largest and most vibrant in the food industry, and our active role in the industry spans 140 years. We are part of Chr. Hansen Holding, who develops natural ingredient solutions for the food, nutritional, pharmaceutical and agricultural industries. Chr. Hansen employs over 3,000 people in 30 countries and is listed on Nasdaq Copenhagen.



[1] Chr. Hansen

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