Research has reported that approximately 80 percent of what we experience through the senses is visual. Nine out of 10 consumers place visual appearance and color above other factors when shopping. As many as 85 percent of consumers place color as a primary reason for why they purchase a product. How a product looks impacts the consumer’s purchase and even influences how food and beverages are perceived through taste. Consumers are looking for simpler, cleaner ingredient statements. They want to know and understand the ingredients in the food and beverages they consume. The use of natural colors derived from fruits, vegetables and other natural sources alleviates consumer concerns regarding synthetic food colors. Kalsec® natural colors cover an extensive range of hues, from yellow to orange, to red, to green.