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The US FDA has approved a petition submitted by Sensient to allow Butterfly Pea Flower Extract to be used as a color additive in a range of categories, effective October 2021.

As a natural blue color additive, Butterfly Pea Flower may have a positive impact on consumers‘ moods. According to our monthly tracker “The Chinese Consumer: Life after COVID-19 – February 2021”, 37% of consumers surveyed believe that blue is a mood-boosting color, the proportion of young consumers aged 18-24 who have this view is 60%.

Among New Launches in Mintel Global New Products Database (GNPD)

The number of new products in the food and beverage category containing Butterfly Pea Flowers is still small, with a collective total of around 130. The main categories are Hot Drinks (tea) (33.3%), Juice (20.5%) and Nutritional Beverages and Other Beverages. In addition, it is also used in small quantities in Side Dishes (mainly pasta), Desserts and Ice Creams as well as Snack categories.

More than 75% of products containing Butterfly Pea Flowers in food and beverages categories are from the APAC region, mainly from the Thailand and Indonesia markets.

GNPD New Products Overview

Teabag

Par Avion Unicorn Tears contains butterfly pea flower, it takes on a dark blue color when add hot water, and a violet color when add lemon. (U.S.)

Chocolate

Fujiya LOOK Blue Diamond Chocolate uses the butterfly pea flower as a natural color additive to create a dreamy color. (Japan)

RTD Tea

Acaii Tea T6 Good Night Herbal Tea with rich antioxidants such as roses and butterfly pea flower, it is claimed to have a calming and soothing effect. (Indonesia)

Children’s Snacks

Sunkrisps X Unicorn Yoghurt Melts is made with natural ingredients including butterfly pea flower which is rich in antioxidants and flavonoids. (Indonesia)

This report was contributed by knowledge partner: