By Donna Berry, Contributing Editor
Attraction to color starts as a child and increases through exposure, oftentimes from that box of 64 to 120 different colored crayons. It’s no wonder that confection marketers often choose bold, eye-catching colors, especially for products, like candy and gum, targeted to young consumers. They bait, hook and lure them in, catching customers for life.
Colorful options satisfy the eyes, while a great-tasting product delights the taste buds. Confectionery marketers rely on product designers to formulate the bait, using a tackle box of appealing colors.
Sweet trends
It is widely recognized that colors have a strong impact on our emotions and feelings. For instance, researchers have found that the color red is associated with excitement, while orange is perceived as distressing and upsetting. Purple is recognized as being dignified and stately, yellow is cheerful, and blue is comforting and secure.
The relationship between color and emotion influences why consumers will eat a bag of colored candies one color at a time. When it comes to M&M’s, many consumers feel so strongly about certain colors that new single-color M&M’s are entering the marketplace under the sub-brand of “My M&M’s.” Available in 21 colors and sold in 7-oz. bags, consumers can now buy just the colors they like, even though color has no impact on the flavor profile of the infamous “melt in your mouth, not in your hand” candies. The stories behind the many colors of M&M’s are almost as old as the candy itself. Rumor has it if the last one out of the bag is red, make a wish and it will come true. Superstitious folks simply discard the “unlucky” brown ones. While those who believe the Celtic myth of the “Green Man,” the “God of Fertility,” will seek out green M&M’s for their aphrodisiac reputation.
My M&M’s debuted in May at the 2010 Sweets & Snacks Expo in Chicago, as did many other trendy creations.
“A theme that seemed to resonate with most of the exhibitors was having at least one line in their portfolio with either all-natural ingredients or sporting a better-for-you halo,” says Gale Myers, manager, application development, Sensient Food Colors, St. Louis. “This supports the increase in requests that we have been getting for natural colors.”
