A key move has been confirmed by Perfetti Van Melle USA, as the major group moves to deliver confectionery ranges that are free from artificial colours, amid a wider clean label push within the region, writes Neill Barston.

The company’s announcement comes in the wake of wider industry moves in response to consumer demand for more natural product ranges, as well as the US government “Make America Healthy Again”  policy drive.

In addition, the country’s national FDA organisation has also supported voluntary efforts to engage in voluntary phase outs of certain certified synthetic color additives, and new state requirements affecting use of some synthetic dyes and colors.

As previously reported by Confectionery Production, there have been a number of instances of differing state laws on permissible colours and dyes used in food and confectionery – which the National Confectioners Association has called on the FDA to address to ensure uniform laws apply evenly across the country.

For its part, Perfetti Van Melle, which is behind major brands including Airheads and Mentos mints and gum, returned in strong fashion to this year’s Sweets & Snacks Expo with a strong slate of innovation, has stated that it is embarking on a multi-year reformulation programme across its operations.

The transition includes all Perfetti Van Melle brands sold in the United States, including Airheads, Airheads Xtremes, Chupa Chups, Trident, Dentyne, Bubblicious and Mentos Gum. As the products transition, the ingredient labels will be updated, and the company will make updated product information available through the brands’ website and consumer care channels.

According to the business, the phased transition covers more than 650 products sold in the U.S. that are undergoing reformulation and validation.

Brian deWerff, SVP/Commercial GM for Perfetti Van Melle USA, welcomed the measures, and asserted that the company had worked consistently hard in complying with state and federal health laws across its manufacturing.

He said: “This transition represents a significant commitment across our business and portfolio of products made and sold in the U.S. Our teams are already working on the effort, with the first products expected to reach the market in 2027.

“With growing consumer interest in the removal of certified FD&C colors, combined with evolving regulatory requirements, this the right time to move forward,” said deWerff. “When the transition is complete with our U.S. portfolio, we’re proud that it will be joining the ranks of our iconic Mentos Chewy mints and Chupa Chups lollipops which have used non-artificial colors for years.”

Transitioning products from non-artificial colors requires extensive product development, ingredient testing and manufacturing validation, and considerable time to manage.

The process includes not only determining how much of each non-artificial color is needed to replicate the original color and texture as closely as possible for a consistently fun consumer experience, but also includes qualifying suppliers, validating manufacturing processes, ensuring regulatory compliance, and updating packaging and labeling.

“It’s not as easy as swapping out one ingredient for another,” added deWerff. “Each product must be individually reformulated and tested to achieve the desired color, quality, and consumer experience.

“This is a highly complex undertaking, but it reflects our commitment to meeting consumer expectations while maintaining the taste, quality, safety, and fun experience people expect from our brands,” noting that the company is collaborating closely with customers and supply chain partners.