Natural colour producer Oterra has launched FruitMax® Yellow 1020 WSS, a liquid colouring solution derived from turmeric. Specifically developed for the Southeast Asian market, the product is designed to assist instant noodle manufacturers in transitioning from synthetic colours to natural alternatives.
The new colour solution is formulated to withstand the demanding processing conditions of instant noodles, targeting manufacturers in Indonesia, Vietnam, Malaysia, the Philippines, and Singapore.
Natural Ingredients
The launch addresses a significant portion of the Southeast Asian market that continues to rely on synthetic additives. According to Oterra, more than $30\%$ of coloured noodle launches in the region still utilise artificial yellow colourings.
This persistency remains despite shifting consumer purchasing habits. Market research indicates that after product safety, claims such as "made with natural ingredients" and "no artificial flavour or colour" are the two most influential factors driving ready-to-eat meal purchase decisions.
With approximately $124$ billion servings of instant noodles consumed globally each year, the market represents a high-volume opportunity for ingredient transition. The world’s largest markets—comprising China, Indonesia, India, Vietnam, and Japan—collectively account for more than $80$ billion servings annually.
Technical Performance and Stability
For instant noodle products, a yellow hue serves as a key visual cue of familiarity for consumers. However, natural yellow pigments often present challenges when subjected to industrial processing, which involves high-temperature environments and subsequent shelf-life exposure to light.
FruitMax® Yellow 1020 WSS has been developed to provide enhanced heat and light stability compared to riboflavin, which is currently the most commonly used natural yellow alternative in the sector.
Additionally, the formulation is engineered to retain the yellow colour within the noodle structure itself after cooking, preventing the pigment from bleeding or dispersing into the surrounding soup.
Sourcing and Production
The launch marks a milestone for Oterra as the first product specifically developed and manufactured within the region.
The raw turmeric is sourced directly from local growers in India, and the raw materials are subsequently processed and blended at Oterra’s established manufacturing facilities in India. This regional supply chain is designed to offer logistics and cost efficiencies for Southeast Asian food manufacturers.
