pies with red strawberry filling

A red like no other


Finally! A bright-red carmine alternative


Strawberry red. It’s a popular shade for food products – from cakes to confectionery to milkshakes. But until now it’s been nearly impossible to make a non-carmine, fire-engine red color with no
off-taste. As consumers move towards vegetarian and vegan
choices, the need for a carmine alternative is more pressing.

Luckily our award-winning FRUITMAX® red juice concentrates rise
to the challenge. They’re suitable for a long list of food applications.
They’re 100% plant based. And they’re based on the
- a new variety of sweet potato we created ourselves.

                                    A picture with two 2019 awards for clean label and innovation

Descarga nuestra hoja de producto

¡A la altura del carmín!

Allura Red/ Red 40

Hansen sweet potatoTM &



Hansen sweet potatoTM

FRUITMAX® Plant-based red juices for:

  Icons showing how and with what products can this carmine alternative be used
  • dairy
  • decorations
  • fruit preparation
  • icings
  • beverage
  • breakfast cereals
  • cakes
  • confectionary
  • emulsified meat
  • meat analogs

Fire engine red with no off-taste

To create the HANSEN SWEET POTATO Ipomoea batatas, we invested in a decade-long breeding program based on traditional methods. We took charge of the entire growing and production process in order to bring these right-red juice concentrates to market.


 Learn more

Jane Olsen Ballester

Directora de desarrollo comercial, Ventas regionales, Francia - División de Colorantes Naturales, Prades-le-Lez (Francia)