Colour plays a crucial role in food choice and the leading companies in the field are finding new and better ways to enhance the consumer experience. “We ‘eat with our eyes’ and if it looks good, we expect it to taste good and do us good,” observes Nathalie Pauleau, global product manager for natural colours at Givaudan. However, our visual connection with food is subject to change according to wider trends, and Pauleau says this has been especially evident during the pandemic. “In the current environment consumers are looking for moments of fun and optimism as well as energising experiences and important time out for relaxation, and colours can help connect with these needs,” she explains.