Would you drink black water? Clear Pepsi? How about using pink butter or green ketchup? Believe it or not, these products actually existed, and not that long ago either. But there is a reason these food fads did not last. Consumers prefer that the color of food matches its flavor.
The link between color and taste is logical. Since oranges are orange, we expect orange-colored drinks to be orange-flavored. Red drinks should taste like cherries, and purple drinks should taste like grapes. If a food is multicolored, it could be moldy and should not be eaten, unless you are eating blue cheese—which gets its distinct flavor from mold!
An astonishing amount of the foods we eat is processed. These foods are altered from their natural states to make them safe, say, to remove harmful bacteria, or to make them appealing and to prolong their shelf life. About 70% of the diet of the average U.S. resident is from processed foods. Much of what we eat would not look appealing if it was not colored. Think of food coloring as cosmetics for your food. Without coloring, hot dogs would be gray. Yum!