Coloring Agents
Coloring Agents have been used to make food more attractive since ancient times. The perception and acceptability of food is strongly influenced by its color. Both taste and flavor are influenced by color. Nutritionists in identifying tastes. Certain varieties of commercial oranges have coloring applied to their peels because the natural appearance-green and blotchy-is rejected by consumer as unripe or defective. Consumers reject orange juice unless it is strongly colored, even if it is identical in taste and nutritional value. Congress has twice overridden the FDA(in 1956 and 1959) when it proposed a ban of the coloring agents used.