DDW is introducing a food colour derived from a purple corn hybrid for various applications, including confectionery.

Cultivated in the US, the non GM, kosher coloring is said to deliver a vibrant red to purple hue, depending on pH, with a clean, neutral taste

According to DDW, food and beverage companies may list purple corn juice colour or coloured with vegetable juice on ingredient statements, according to DDW.

DDW will employ water extraction of the purple corn colour at its manufacturing facility in Port Washington, Wisconsin. Applications for the anthocyanin colouring include juice drinks, energy/sports drinks, some enhanced waters, fruit preparations, yogurt, salad dressing, snacks, cereals and confectionery products.

"Our customers prefer documented control from seed to sale and were excited to provide a new solution using a domestic crop thats a sustainable, scalable source of colour," said Elaine Gravatte, president and chief operating officer at DDW.

DDW will feature the food colour at the 2016 IFT Food Expo in Chicago from 16-19 July. The company will expand availability to regions outside North America at a later date.