Color is important for identifying foods, judging their
quality, and eliciting aesthetic pleasure in our encounters
with them. Because color is usually the first food attribute
to strike the senses, its significance in food marketing is
obvious (“eating” with the eyes). Thus, all food providers
(growers, grocers, homemakers, chefs, and industrial food
processors) do their best to present a food with an attractive
color. In certain instances, the original color of the food
must be preserved, as is the case with most fruits and vegetables.
In other instances, culinary art is required to create
new, pleasing colors, as when turkey is roasted, bread is
baked, or potato chips are fried. In still other instances, colors
(colorants) are added to foods, as is done with many
beverages and candies.
The coloring matter of foods is discussed under three
headings: natural food colors, food browning, and food