Pantone, a cornerstone in Veralto’s Product Quality and Innovation (PQI) segment, has long been a global authority on color trends that transcend industries, including food and beverage (F&B). Joining Pantone in Veralto’s PQI palette are Esko, renowned for its digital workflow solutions for packaging and label design, and TraceGains, recently acquired to complete the spectrum with its expertise in compliance and product development. Together, these companies offer F&B brands a full spectrum of innovative solutions—from source to shelf—and offer unique insights on the relationship between food and color. 

Color has always been a powerful storytelling tool in the F&B industry. Whether it’s the vibrant greens of a healthy smoothie or the deep reds of a fine wine, color does more than catch the eye—it shapes our perceptions, influences decisions, and evokes emotion. 

Enter Mocha Mousse (PANTONE 17-1230), Pantone’s 2025 Color of the Year. This warm, rich brown symbolizes a world increasingly seeking grounding and indulgence. According to the Pantone Color Insitute’s Vice President, Laurie Pressman, Mocha Mousse resonates with our “desire for comfort and indulgence,” offering a sense of stability and timeless elegance. Leatrice Eiseman, executive director of the Pantone Color Institute, echoes this sentiment, emphasizing that the shade extends our perceptions of the browns from being humble and grounded to embrace aspirational and luxe—whether in the form of taste, texture, or visual storytelling. 

Why mocha mousse matters in a rapidly changing market 

In today’s F&B landscape, consumer preferences are shifting faster than ever. From the rise of plant-based diets to the demand for sustainability and transparency, brands are tasked with not only meeting but anticipating expectations. Color plays a pivotal role here. Shades like Mocha Mousse offer brands an opportunity to align with themes of authenticity, indulgence, and approachability—key values for today’s discerning consumers. 

For instance, this earthy tone evokes the comforting allure of coffee and chocolate, two staples of indulgence that remain universally appealing. Its versatility makes it a natural choice for artisanal products, premium packaging, and even digital branding aimed at creating an emotional connection.

Research has long demonstrated the connection between color and consumer behavior. Warm tones like brown are associated with feelings of security, trust, and richness—qualities that make Mocha Mousse particularly relevant in an era where consumers crave both reassurance and novelty. In product development, leveraging this shade can enhance the perceived quality and authenticity of offerings, whether it’s a decadent dessert, a craft beverage, or sustainable packaging. 

Natural colors and new product development

But it’s bigger than a single color choice. According to Meticulous Research, global sales for natural food colors are on track to increase 8.4%, compounded annually, by 2027, which projects the market value at $3.2 billion by the end of the forecast period.

GNT Group, a natural food coloring supplier, echoes those findings in its latest research, which shows that Gen Z consumers—and their color preferences—are already shaping new product development as part of a trend the company calls “Healthy Hedonism.”

GNT’s data shows that these consumers are already generating new directions in natural color. For example, GNT points out that brands are embracing “cute soft-play pastel shades … to redefine what ‘healthy and sustainable’ looks like. Psychedelic color schemes now work in harmony with mind-boosting ingredients to tap into new-age well-being. Bright, clashing color combinations can also enable brands to create virtuous products that satisfy the desire for creativity and self-expression.”

“Healthy Hedonism resonates with the new generation of conscious consumers who are determined to rewrite the rules,” GNT Group Market Development Manager Maartje Hendrickx explained. “To tap into the trend, brands need to celebrate disruption and adopt a new visual language for products that are both healthy and environmentally sound. Earthy colors are no longer a necessity—it’s time to be bold, be creative, and make people smile.”

Color choices when it comes to food

Color plays a significant role in how we choose our food. It’s often the first element consumers notice in a food product’s appearance. Many studies suggest that visual taste perception begins in infancy and increases as we age. For example, if something is bright red, we might assume it will taste like cherry or cinnamon. If something is colored green, we might expect that food product to taste like lime or apple. And when it comes to produce, we rely on color to determine freshness.

So, aside from expected taste, what else do colors mean when it comes to food?

• Red – Appetizing: Research shows that red is eye-catching and triggers appetite. It’s particularly useful in packaging design, probably because the color indicates ripeness or sweetness in natural foods like berries.
• Blue – Instagrammable: While blue is typically the first color to disappear from a child’s crayon box, it’s the last candy standing (sitting?) in the M&M bowl. Why? Because edible blue foods are rare in nature. However, they exist, including blue butterfly pea flower, blue carrots, and concord blue grapes. It’s unclear why blue foods are so hard to find, but some research suggests it’s because they’re typically appetite suppressants.
• Yellow – Happiness: Consumers see yellow as the happiest color, and brands incorporate it in a variety of products. Yellow tends to evoke optimism and general good feelings. However, debate persists regarding the artificial version of yellow in food products.
• Green – Natural/Healthy: With sustainability and organic remaining front of mind for most consumers, green is making its way to becoming one of the more popular colors in the food supply chain (think green juice). Green is now almost synonymous with health and well-being when it comes to food.
• Orange – Satisfying/Energizing: Orange foods are normally tied to autumnal traditions in the west, including pumpkin products, squash, and candy corn. However, orange is vibrant, with orange and carrot juice linked to vitality year-round.

What about packaging?

As we mentioned, color is one of the first things we notice while shopping. Visual factors influence more than 90% of purchase decisions, and 85% of shoppers say that color is the primary reason for buying a product. With that in mind, understanding how packaging color dictates purchasing behavior is vital to food manufacturers. While the colors above represent how consumers react to them, the packaging colors of those products elicit entirely different feelings. For example, seeing blue eggs on a plate vs. buying eggs in blue packaging can evoke different emotions.

Here’s how a few colors break down in terms of packaging:

• Red: Red is a bold packaging choice and helps draw attention to your product. It is known to spark an appetite, but it’s also the color people notice first, which is why so much food packaging features red.
• Blue: Blue packaging helps portray trust and dependability. However, darker blues are more serious and formal, whereas lighter blues help give the perception of softness and creativity.
• Yellow: Yellow in packaging suggests something is original or innovative or that the product is less expensive or fun. With the optimistic energy of this color, it has a youthful, upbeat vibe that can help attract a younger demographic.
• Green: In food coloring, consumers associate green packaging with healthy and organic products. With the increase in health-conscious consumers and people more focused on what goes into their bodies, green has grown in popularity in recent years.
• Purple: Using purple in your packaging implies your product is unique or original; consumers associate purple with spirituality, and remains a common choice for holistic products.
• Orange: Orange is often used to portray value and affordability, and for food marketers, orange packaging helps provide a more affordable appearance.
• Black: Black typically represents luxury, appearing more substantial and expensive, which transmits a higher perceived value. As a result, this color is often on higher-end items like premium ice creams and chip packages. And depending on what colors you choose to pair it with, black can convey many things.
• Brown: Brown works for products that brands want to portray as natural, wholesome, or organic. In addition, earthy brown packaging promotes sustainability. Brands lean toward this when they want to communicate its packaging is made from recycled sources.
• White: White is simple and straightforward, creating the impression of cleanliness, efficiency, or simplicity. And depending on the additional colors brands pair with white, it can either elevate the packaging or keep it simple.

The future is colorful

As F&B brands navigate an increasingly competitive market, understanding and leveraging trends like Pantone’s Color of the Year can offer a meaningful edge. Mocha Mousse is more than a color—it’s a narrative of comfort, sophistication, and versatility that aligns perfectly with today’s consumer mindset. 

By embracing this rich hue, brands can create deeper emotional connections, reinforce their identity, and stay ahead in a landscape defined by change. To learn more about how TraceGains can accelerate NPD, start here.