Consumer perception of Cheddar cheese color

The color of Cheddar cheese in the United States is influenced by many factors, primarily the amount of annatto added as a colorant. The US Food and Drug Administration is currently reviewing its definition of the term "natural" on food labels, which may result in the use of colorants being restricted in natural cheeses. The objective of this study was to evaluate how consumers perceive Cheddar cheese color to better understand how changes to legislation surrounding colorants in natural Cheddar cheese may affect consumption. We were also interested in determining if a relationship exists between color and other perceived characteristics of Cheddar cheese. Two online surveys on Cheddar cheese color and flavor attributes (n = 1,226 and n = 1,183, respectively) were conducted, followed by a consumer acceptance test on 6 commercially available Cheddar cheeses (n 196). Overall, consumers preferred light orange color in Cheddar cheese over dark orange or white Cheddar cheese, but segmentation was observed for Cheddar color preference. Light orange Cheddar and white Cheddar were perceived as approximately equal in terms of "naturalness." White and light orange Cheddars were perceived as more natural than dark orange Cheddars conceptually and in consumer acceptance testing. White Cheddar was considered most natural by 50.3% of n 1,283 survey participants and 43.4% of n = 196 consumer acceptance test participants, whereas light orange Cheddar was perceived as most natural by 40.6% and 45.9% of these groups, respectively. A bimodal distribution was observed in both the online survey and in consumer acceptance testing for the naturalness of Cheddar cheese color, with a subset of consumers (31.4% of n = 1,183 survey participants and 30.6% of n = 196 consumer testing participants) indicating that white Cheddar was the least natural option. Consumers associated orange color in Cheddar cheese with a sharper flavor both in an online survey format and consumer acceptance testing.