Israeli flavor and fragrance company Frutarom has launched a range of all-natural red color intended for plant-based meat alternatives.
The red dye - which is plant-sourced, allergen-free, and E-number free - will reportedly give plant meats the exact 'look and feel' of meat.
With the meat substitutes market booming, Frutarom chose to branch out into the world of plant meats.
Reports show that such colorants have seen a growth of 22 percent, according to Innova Market Insights.
Frutarom's red color line is specifically optimized for vegan and vegetarian meat alternatives.
The red color is a concentration of squeezed plant juices that are rich in a natural antioxidant pigment called 'anthocyanin'.
Frutarom's new dye is heat-stable, kosher-certified, and also available in a palm-free form.