Diving into the 'Color Added' Label: Navigating Natural vs. Synthetic Astaxanthin in the US Market

“Why does farmed salmon in the US have a ‘color added’ label on it?”

If I had a nickel for every time I was asked this on social media, well, I’d have a lot of nickels.

The ‘color added’ label on farmed salmon products is the result of a Federal Department of Agriculture (FDA) regulation that requires retailers to label foods containing color additives.

Astaxanthin, the carotenoid commonly used as a dietary supplement in salmon feed to obtain the desired pink to red-orange color in the fish's flesh, falls under these laws.

Salmonids must get the carotenoids through their diet, and as a result, all farmed salmon is  required to have a ‘color added’ label on it when it hits the market.

The caveat however, is that not all sources of astaxanthin are the same.

Most salmon being farmed today is done so on a diet that includes synthetic astaxanthin, derived from petroleum. However, there are some producers that are using natural versions of astaxanthin, produced from bacteria, yeast, or algae.

But consumers have little understanding of how to identify the differences in the marketplace.

This presents a potential problem for the aquaculture industry.

The reality is that presenting all astaxanthin as equal is not being truly forthcoming with the consumer and in a time when consumers are demanding more information than ever about where their food comes from, this is a big risk.

In a past article, I shared a story of how consumers (including my partner) were turned off of orange juice after being misled by health-related claims on the label.

Let’s face it: is the source of pigment a concern for all seafood consumers? No.

But it is a concern for many. And those who do care about the source of pigment and are purposefully seeking out foods free of synthetic ingredients are being left behind in the marketplace because the seafood industry is just assuming they don’t care.

Consumer preferences are overwhelmingly starting to favor natural sources of nutrients over synthetic alternatives. Just as people prefer vitamin C from fruits rather than supplements, consumers deserve the freedom to choose natural options when it comes to astaxanthin in farmed salmon.

Moreso, synthetic astaxanthin does not have the same chemical structure as natural astaxanthin found in wild fish (there is a difference in enantiomers). It’s also worth noting that synthetic astaxanthin has little to no nutritional value, as a result of only containing the carotenoid astaxanthin. Whereas, natural astaxanthin contains proteins and other nutrients from other carotenoids besides Astaxanthin that support human health and wellbeing.

A new era of transparency in the market

Consumer surveys, such as the one conducted by Merck Animal Health, affirm that a higher level of transparency in food origins is paramount, driven by personal health and nutrition priorities. These studies also tell us that transparency is good for business, with over 50% of consumers reporting they’re willing to pay a 5% premium for greater transparency on the label.

Transparency in the seafood industry isn't just a consumer preference; it's a fundamental aspect of sustainability and ethical food production.

Imagine how the health conscious consumer who is seeking out foods free of synthetic ingredients will feel if they learn that there are two different types of pigment that could be labeled as “color added” on US seafood packaging, but they were never given the freedom to choose.

We run the risk of losing these consumers for life.

Moreover, transparency isn't just about meeting consumer expectations—it's also about driving innovation and fostering industry growth. Companies that prioritize transparency are better positioned to identify emerging trends, capitalize on market opportunities, and adapt to changing consumer preferences.

Misleading or withholding information from consumers can have detrimental long-term consequences that are completely avoidable.

If we as an industry can be proactive about being more transparent on seafood labels and with consumers about the source of astaxanthin, we can make significant strides in rebuilding trust between consumers and the aquaculture industry.

For more information on how consumers can discern natural pigment from synthetic in the marketplace, check out this blog post.

-

This article is part of a paid partnership with Panaferd. All opinions are my own.