Dairy consumers have high expectations for the flavor and color of food. For example, strawberry flavor milk should be bright red, while blueberry flavor yogurt should be dark blue. The sauce of grilled cheese spicy cornflakes should look like cheese orange, while the cream sauce should be golden.

Megan Longhi, the dairy technical service manager of Sensient Food Pigment Company in St. Louis, USA, said, "In today's world where appearance is paramount, the color of food is very important, which can be said to be equal to the flavor. Social media has prompted us to look at color in a new and exciting way, such as the recently launched Unicorn ice cream by Starbucks."