Maui Cookie Lady, a boutique bakery located on the namesake Hawaiian island, is all about elevating baked sweet treats with local ingredients that provide sensory appeal. The latest creation from Mitzi Toro, founder and owner, is what she calls “When Brownie Met Lehua.”

“My passion for food, Maui and creating shareable moments with loved ones is what inspired me to craft this decadent brownie,” Toro said. “It combines the deep, dark flavors of cocoa with the very best of Maui, including Lehua raspberry dessert wine from MauiWine, goat caramel from Haleakalā Creamery and a sprinkle of Hawaiian sea salt.” 

Toro knows taste is a multi-sensory experience and begins with that first look. After taking a bite, the visual cues should align with the flavor and make the consumer go “wow.”

“Studies show that color has a psychological impact on taste perceptions,” said Elaine Lee, applications manager, Lycored. “Consumers associate specific colors with certain tastes, setting the tone for their eating experience.”

Tasting the color

Research shows that most people form an initial impression about foods within 90 seconds, and color plays an important role. 

“Some studies suggest that color can influence up to 85% of purchase decisions, and of those decisions, about 95% take place at the subconscious level,” said Lotte Jeppesen, global industry marketing manager, Oterra. “While color is a signal about what something will taste like, it is also an indication of how you will feel when eating a product, which is an important consideration for bakery and snack products that rely on impulse and indulgence as an important part of the buying decision.”

Most consumers express stronger overall liking for more intensely colored products versus less intensely colored ones, according to proprietary research from Sensient Colors. 

“Flavor perception was positively correlated with brighter colors, and consumers showed a clear preference for those samples with color vibrancy,” said Connor Phillips, marketing manager at Sensient Colors. “Not only did consumers like the more colorful products better, but they also indicated that they were more likely to purchase more intensely colored foods.”

In the same study, brighter color lifted purchase intent by 6%.

“Vibrant colors can be derived from natural sources, like beetroot for red, spinach for green, turmeric for yellow and blueberries for blue,“ said Sue-Ellen Cutler, chief executive officer, Ultimate Baker. “These natural colors not only enhance the visual appeal but also contribute subtle flavors and nutritional benefits.”

Adding beetroot powder to a red velvet cake, for example, provides an attractive color and may also add some earthy sweetness.

“Consider crackers made from leftover carrot pulp,” said Alice Lee, technical marketing manager, GNT USA LLC. “A natural orange hue is essential here not just for visual appeal but to reinforce the natural, wholesome image of the product. The bright orange evokes the freshness and health benefits of carrots, enhancing the consumer’s perception of the snack as nutritious and environmentally conscious.”

Topical seasonings and colors set the foundation of flavor expectations. They may also influence perception of quality and authenticity.

“Fire-roasted, smoked and toasted dry ingredients are getting incorporated into savory snack and bakery applications, not only to add remarkable yet familiar flavors and aromas to breads, rolls and snacks but also to elevate the perceived value of familiar forms to a more premium, artisan category,” said Holly Adrian, senior marketing manager, Sensient Natural Ingredients. “By adding topical enhancements, you are also adding a new texture in addition to a burst of flavor.”

This complements the “little luxuries” trend, which consumers are increasingly seeking during unsure times. Even lower-income households are often willing to splurge. Visual cues may assist.

“Seeing a roll topped with crispy minced garlic, whole rosemary leaves and flakes of salt might invoke thoughts of olive oil-soaked focaccia,” said Jerry McDonald, executive vice president of culinary, Midas Foods International. “That same roll with caraway seeds instead of the rosemary and garlic would change the expectations to be that of a Kimmelweck roll and possibly recall memories of a beef sandwich.”

Featuring an “everything seasoning” mix on baked goods suggests a complex, salty flavor profile with varied textures from the minced spices and seeds. A visible sprig of rosemary on top of flatbread implies a fresh, earthy aroma. Little visual cues go a long way in grabbing a shopper’s attention.

“The occasional speck of red chili pepper flake atop a cookie suggests spice, offering a sweet and spicy combination that intrigues the consumer,” said Casey Schallert, vice president, culinary at Midas Foods International. “Dried coconut flakes on a sweet bread provide not only flavor but texture, adding a chewiness that contrasts with the light, airy bread and signaling a tropical flavor experience.

“Fennel seeds, when used in cookies, contribute a slightly sweet, licorice-like flavor,” Schallert added. “Their visibility adds a layer of sophistication and a hint of uniqueness that catches the eye. Dried chive flakes sprinkled atop savory shortbread or crackers provide a light, onion-like flavor, leading consumers to believe they are about to indulge in something savory.”

Cranberry seeds are a new option for bakers. They are upcycled from the cranberry processing industry.

“They are the only natural red seed in the market,” said Charles Morrill, senior research chef, Ocean Spray Ingredients. “They are perfect for crackers, cereal bars or cookies while adding a crunch.” 

While most topically applied ingredients are used in their natural state, there’s opportunity to get creative with colors and flavors. Sesame seeds, for example, are typically either tan or black.

“Color them green and put them on top of a matcha-flavored bagel,” Alice Lee said. “Likewise, rainbow-colored sesame seeds could be used for a playful, fun product targeted at kids. Coloring dried coconut is an easy way to add visual appeal, especially for special events or seasonal products. For a tropical-inspired cookie or cake, you could color the coconut green to represent lime or pistachio, or pink to evoke a sweet strawberry flavor.”

With some flavor profiles, it’s all about color intensity. This is especially true with crackers, which have ingredient limitations because of the baking process.

“The same cracker with various levels of annatto might lead someone to expect butter, cheese or spicy chili pepper,” McDonald said. “A little natural brown shade might alter the flavor expectations to be anything from cinnamon and brown spices to gingerbread, graham cracker or rye.”

This article is an excerpt from the March 2025 issue of Baking & Snack. To read the entire feature on Seasonings/Flavors/Colors, click here.