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A new era of conscious consumption is creating a shift toward more sustainable ingredients and eye-catching colour palettes influenced by the natural world, according to GNT.

GNT, which supplies plant-based EXBERRY® colours, has identified “Regeneration Rising” as a key trend in the food and drink sector. The company’s analysis explores the growing global appreciation for the natural world and desire to protect the planet. This mindset is now intensifying the focus on the origins of raw materials and sustainable production.

The Regeneration Rising trend is also inspiring new colour palettes as brands seek to convey instinctive messages about how their products are created. The use of visually impactful colours that can be found growing on land and in the sea helps manufacturers to showcase products’ eco-credentials and build emotional connections with consumers.

GNT has identified three new colour directions in line with the trend. “Elevated Earth” involves earthy shades from red-browns and warm oranges to textured purples and inky teals, elevating products with an organic but premium look and feel. “Nature Lab” is about pushing the boundaries of what is considered natural and features a kaleidoscopic spectrum of green, pink, red, yellow, orange, and blue. Finally, “Wholesome Nostalgia” features yellows, greens, blues, peaches, and pinks that range from velvet-like to milky, translucent, muted, and dreamlike.

Dieuwertje Raaijmakers, Marketing Communications Specialist at GNT Group, said: “Consumers of all ages are developing a much stronger interest in sustainability and rebuilding their relationships with the natural world. To appeal to these shoppers, food and beverage companies have to showcase their commitment to the planet. Colour can play an important role in telling that story, helping brands create appealing products that send out strong visual signals about how they’re produced.”

GNT has set out an ambition to lead the food colouring industry on sustainability. The company creates its EXBERRY® colours from fruits, vegetables, and plants and has set out a series of ambitious targets to optimise its environmental and social impacts at every stage of the value chain.