Launched as a celebration of the company's heritage in coloring foodstuff innovation, the new products add vivid yellow, orange and green hues to various food applications. WFSI is launching two new products as it celebrates the company's 30 year history in coloring foodstuff innovation from fruit and vegetables sources as a response to the continuously growing consumer demand for natural products.

WILD Flavors was founded in Germany in 1931 and was acquired by ADM in 2014. "Naturalness has always been at the core of our business and ethos, and we continue to innovate in response to evolving consumer demands - staying ahead of current trends and offering food and beverage developers an advantage in an increasingly competitive market," says Jochen Heininger, vice president of Marketing and Product Management, EMEAI, WFSI.

The company's experience began with fruit-based compounds and concentrates for non-alcoholic beverages, before manufacturing fruit preparations for use in the dairy industry, and in confectionery products, baked goods and ice creams. In the 1980s, thanks to the growing trend of natural and healthy nutrition, WILD began developing single ingredients based on natural raw materials. Following this path, the company worked with elderberry to create rich red tones, launching the first coloring food that could be purchased either separately for flexible use in final applications or as an ingredient within a full-solution compound.