The relentless pursuit of “cheaper, more, and faster” in the food industry has, over time, led us to a dead end. It’s no wonder that the demand for added value—often synonymous with innovation—is becoming more pronounced. In this shifting landscape, I adhere to the principle of “keep moving”: rapidly transforming ideas into prototypes, testing them in the market, and adapting based on consumer feedback. Today, the driving force in consumer preferences revolves around products that are less “chemical,” fresher, and composed of ingredients people recognize and trust—let’s call it the “natural approach.”

A Case Study: The Call for Cleaner Coloring

Take, for example, the recent decision by Albert Heijn (AH), one of the largest Dutch supermarket chains, to request its suppliers refrain from using food colorings from the so-called “Southampton Six.” These are a group of artificial colorants linked to behavioral changes in children, as reported in a controversial 2007 study. While the science behind this is not conclusive and the methodology of the Southampton study has its critics, the call for change has gained traction.

As a scientist, I believe AH’s move might be slightly premature. The evidence suggesting that these six colorants are harmful is weak and inconclusive, and while I wouldn’t claim candy with these colorings is healthy, there’s little to prove they are outright dangerous either. However, as a consumer and innovator, I applaud AH’s decision. It is bold, forward-thinking, and ultimately aligned with what modern consumers want: simplicity in an already overly complex world.

Rethinking Complexity in Food

The food industry, much like the banking sector before the 2008 crisis, has become far too complex. Many food products are now filled with so many additives and compounds that even experts struggle to understand their full impact. This complexity also extends to food and health research, which is just beginning to explore the effects of ingredient combinations—both “healthy” and “unhealthy.” The long-term effects of these “cocktails” of chemicals remain largely unknown.

Consumers, whether consciously or subconsciously, are pushing back against this complexity. They are looking for transparency, authenticity, and simplicity in their food choices. And that’s where innovation comes in—not just for its own sake, but to align with this new consumer reality.

A New Era for Food Technologists

As innovators and food technologists, we must accept and adapt to this reality. Ultimately, we don’t develop products for scientists; we create them for consumers. A few years ago, I labeled the use of chemical additives and adjuvants in food development as “uncreative.” Taking the “chemical shortcut” often felt like the easy and lazy route for product developers. But now, the decision by AH and others like it should encourage us to be more creative, more resourceful, and more forward-thinking.

If the market imposes constraints—such as reducing or eliminating certain artificial ingredients—it’s an opportunity for us to think outside the box and come up with alternative solutions that meet both the expectations of consumers and the new standards of the market.

Toward Natural, High-Tech Food

This new reality calls for a closer examination of advanced, non-chemical food processing technologies based on physical principles such as pressure, electricity, diffusion, and more. These methods can help us create innovative, natural, and safe products without relying on synthetic additives.

The market for “natural high-tech” food is expanding rapidly, and it represents a unique opportunity for the food industry to embrace both science and creativity. Consumers deserve products that align with their values: simplicity, transparency, and health-consciousness. As a marketer and innovator, my advice to manufacturers is clear: invest in new processing technologies and move toward a future of natural, yet cutting-edge, food production.

Conclusion: A Call to Action

Albert Heijn’s decision to eliminate the “Southampton Six” may not be purely about science, but it reflects a broader societal shift. Consumers are calling for change, and the industry must respond. By embracing these challenges as opportunities, food technologists and manufacturers can create innovative products that are not only safe and natural but also aligned with the values of the modern consumer. This is our chance to shape the future of food—one that is simpler, more transparent, and ultimately better for everyone.