Food additives

https://www.wsj.com/articles/how-big-food-is-using-natural-flavors-to-win-consumer-favor-1448989427

This article is about the consumers sudden drive to finding more organic foods. The starting example stated in the opening of the article is Trix cereal. According to faithful Trix consumer polls, people began to buy less from Trix and more from other companies because other cereal companies had more natural coloring. Their main argument: they didn't know why Trix included a turquoise color when turquoise is not a color often produced by fruits. Because of this, companies have to find more natural ways to dye their food instead of completely lab based dyes. As consumers get more aware of the additives that are being added to their food, companies have to be more cautious of lab created additives they are pouring into consumer foods. This is causing frustration and a disruption in the way companies make their food because they still have to cater to the flavors and appearance of dishes that consumers desire, but now in a far more natural way than they have been. Companies are also reluctant because, as predicted, it is more expensive to create. But as an add on, they believe it creates more traceable fat amounts, which they believe will make consumers even less satisfied about the quality of the food that they purchase.