A red like no other

Press ReleaseNov 28. 2018 08:04 GMT

Clean, simple and naturally sourced – Chr. Hansen launches a vibrant, minimally processed red vegetable juice with unique coloring benefits

Red is a key shade in many food products – from cakes to confectionary to milkshakes. But naturally sourced red solutions can be rife with technical constraints for food and beverage manufacturers and it can be challenging to create a stable and vibrant color.

“Our new FruitMax® reds have been developed to solve some of the major challenges with natural red colors that exist in the industry today. They provide a stable vibrant red shade without having the tendency to create an off-flavor like red radish concentrates. It was our ambition to meet consumer demands for natural, while also enabling food and beverage manufacturers to create exactly the shade of red that suits their brand – every time. The result really is a red color like no other,” explains Klaus Bjerrum, executive vice president, Natural Colors.

These new FruitMax® reds are based on a blend of red vegetables, are minimally processed and meet the EU requirements for Coloring Foodstuffs. Together, the two products cover a broad range of market demands.

Giving consumers what they ask for
Minimally processed colors are based on fruit, vegetable or edible plant concentrates. They are the fastest growing color type in the food and beverage industry in response to consumer demands for natural ingredients and clean labels.

“‘No additives and preservatives’ is the top claim on product launches globally today. Transparency on labelling is no longer a choice, it’s a necessity to remain relevant and competitive. We develop solutions that answer to these demands and we work side-by-side with our customers before, during and after the development process,” says Pernille Arskog, senior manager, Global Marketing.

Crafted with gentle, traditional production methods Chr. Hansen has a range of FruitMax® colors which can be clearly and simply labelled as fruit and vegetable juices.

Vibrant red or soft pink
The unique coloring properties of these FruitMax® reds can create a vibrant red or a soft pink. Available globally, they can be used in confectionery, water ice, bakery and bakery decorations, fruit preparation and fermented milk products.

“They fill the need in the market for a stable bright ‘strawberry’ red shade that can be used in less acidic food products like cakes, milk shakes and smoothies. They are an excellent alternative to synthetic red colors and carmine. They are more stable than red beet concentrates that turn brown when subjected to heat and are less pH sensitive than other reds based on anthocyanins which are known to turn greyish at neutral pH”, adds Arskog.

About Chr. Hansen Natural Colors
Chr. Hansen is the world leader in natural colors. We apply our deep knowledge and insights about pigments, applications, and regulatory requirements around the globe to help our customers – and consumers – bring safe and appetizing food to the table. Sourced from nature, our color portfolio is the largest and most vibrant in the food industry, and our active role in the industry spans 140 years. We are part of Chr. Hansen Holding, who develops natural ingredient solutions for the food, nutritional, pharmaceutical and agricultural industries. Chr. Hansen employs over 3,000 people in 30 countries and is listed on Nasdaq Copenhagen.


Chr. Hansen is a leading, global bioscience company that develops natural ingredient solutions for the food, nutritional, pharmaceutical and agricultural industries. We develop and produce cultures, enzymes, probiotics and natural colors for a rich variety of foods, confectionery, beverages, dietary supplements and even animal feed and plant protection. Our product innovation is based on more than 30,000 microbial strains – we like to refer to them as ‘good bacteria’. Our solutions enable food manufacturers to produce more with less – while also reducing the use of chemicals and other synthetic additives – which make our products highly relevant in today’s world. We have been delivering value to our partners – and, ultimately, end consumers worldwide – for over 140 years. We are proud that more than one billion people consume products containing our natural ingredients every day. Revenue in the 2017/18 financial year was EUR 1,097 million. Chr. Hansen was founded in 1874 and is listed on Nasdaq Copenhagen.