FRUITMAX® - Maximize your natural appeal
Ingredients from nature
Market challenge:
Color is an important aspect in the overall consumer appeal for specific food and beverage products. "Natural," "free-from," "low content," "healthy" etc. are all important statements on your product when consumers make their choice in the supermarket.
Is it possible to add color while make positive claims on my product at the same time?

Chr. Hansen’s solution:
FRUITMAX® is our range of food ingredients with coloring properties. The food ingredients originate from fruits, vegetables, herbs, spices and other edible raw materials. We cover the full color spectrum from red, pink, purple, yellow, orange, brown etc.
FRUITMAX® by Chr. Hansen
FRUITMAX® is a full palette of Coloring Foodstuffs covering all food & beverage applications.

Coloring Foodstuffs are food ingredients with coloring properties that may be added to food and beverages without declaring them as E-numbers. They are considered food ingredients and not additives, and they originate from fruits, vegetables, herbs, spices or other edible raw materials.

The shift to Coloring Foodstuffs…an E-number-free solution
The increased consumer awareness on product labels and additives has accelerated food manufacturers’ demand for Coloring Foodstuffs in their desire to ensure a product’s clean-label declaration. Internationally, new products are increasingly launched with Coloring Foodstuffs, as retailers and manufacturers acknowledge the potential they hold in terms of marketing value.

FRUITMAX® advantages:
A range of Coloring Foodstuffs that are considered ingredients, not additives
Enables E-number-free labeling. Chr. Hansen can provide you with guidance documents where we guide you on how to declare FRUITMAX®
Chr. Hansen complies with applicable legislation worldwide and monitors progress in proposed legislation in our markets. Going with us ensures you a strong regulatory partner
We will support you with inspiration on how FRUITMAX® adds value to your branding
Coloring Foodstuffs - support from development to labeling
Chr. Hansen is a leading supplier of Coloring Foodstuffs, and we are supporting the world’s biggest food manufacturers to convert to them. We can supply a wide range of Coloring Foodstuffs covering the full range of color shades.

A successful conversion requires an in depth understanding of the properties of the product, and we have the expertise and resources to support you throughout this process.

As labeling is unique with FRUITMAX®, we will guide you on what to declare on the product label. Contact us and let us support you in the shift to coloring foodstuff.

Benefits in FRUITMAX®
• Create new consumer interest by replacing E-numbers with consumer friendly labeling (fruit and vegetable concentrate)
• Re-position and revitalize your brand by adding a new consumer benefit
• Let consumers connect emotionally with your brand by adding "better for you" ingredients
• Enables differentiation from "me-too" and commodity products
• Labeling is not just about declaring an ingredient. Ingredients such as FruitMax can be used strategically to differentiate your brand from a competitor's and make it the preferred choice for your target consumer.