Natural food ingredients have become increasingly popular over the years, but when Necco Wafers began using natural flavors and colors in 2009, its customers quickly complained about the new product.
Customers were put off by the new colors of the candies, which were naturally derived from turmeric, red beets, purple cabbage and cocoa powder. While the flavors of the candy essentially remained the same, consumers claimed they tasted different, adding weight to the argument that the color of food affects its perceived taste.
Due to the overwhelmingly negative feedback, the company returned to artificial dyes in its products.
