Natural colours, such as carotenoids or anthocyanins are in principle as bright and colourful as their artificial counterparts. However the market does not perceive this performance equality. In this overview we will identify some of the reasons for this perception, elaborate on the scientific background behind this phenomenon, and explain some of the technical means to overcome the difference. In contrast to artificial food colours, which are essentially pure dye molecules, most natural food colours contain 'impurities' originating from their plant source or formulation. Typical 'impurities' are proteins and enzymes, soluble hemicelluloses or polysaccharides, insoluble plant cell wall fragments and cellulose, sugars, salts and other secondary metabolites.
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