'Rising Orange': Sensient Technologies 2021 Color of the Year symbolizes consumers' pursuit of renewal and optimism
“Evocative of the colors of a new dawn, 'Rising Orange' is a hue, weathered by the unprecedented times of the pandemic, but optimistically bright for restoration in the New Year. It’s a joyful, enthusiastic orange full of hope, to awaken consumers’ energy for renewal,” said Mike Geraghty, president of Sensient Colors.
The Sensient colors team arrived at 'Rising Orange' as its Color of the Year by looking at all the challenges 2020 posed for consumers and brands, shared Sensient ideation team marketing manager, Brittany Jones.
"For the foundation of 'Rising Orange' we looked at the global pandemic and how it propelled consumers towards an even greater sense of wellbeing," Jones told FoodNavigator-USA.
The components of the “Rising Orange” taste profile created by Sensient Flavors & Extracts include a combination of citrus and orange blossom notes offering a comforting fruit flavor profile that has cross-category appeal, claims the company.
"The rising orange hue itself boasts the bright, vivid, optimistic notes like the shade of a tangerine, but it also has some earthiness, some muddy notes and weathering that is reminiscent of the prior year," said Jones.
It also symbolizes consumers' desire to move forward from the challenging and chaotic year, added Jones.
"There’s a collective desire from consumers and brands to progress forward," she said.
"Packaged good brands can empower that restoration through products that uplift consumers – mentally, physically, and even spiritually."
Immediate- and long-term opportunities
Categories that are a clear fit for the orange hue, said Jones, include immunity seltzers, nutritional gummies, and indulgent products such as ice cream.
Sensient forecasts 'Rising Orange' having both an immediate and long-term impact on brand innovation within the CPG industry.
"In the immediate, brands that can innovate quickly can ignite their sales by being first to market with an uplifting 'Rising Orange' offering," Jones said.
"But if you think about our recovery as a country, it certainly is not going to be instant, so there’s definitely a long-term opportunity for brands with longer innovation cycles... You should definitely expect to see Sensient celebrating 'Rising Orange' all year long."
