A new industry standard, jointly developed by the China National Food Industry Association (CNFIA) and the Ministry of Industry and Information Technology (MIIT), mandates that food colourings be made from fruits, vegetables, plants, or algae normally consumed as food.
Effective from May 1, 2025, it also requires colourings to be produced solely through physical methods – ruling out chemical solvents – and to retain the natural colour, flavour, and nutrients of their source materials.
As a result, these colourings are now classified as ingredients rather than additives, enabling brands to label them more transparently – for example, as “carrot colouring ingredient.”
This change bolsters food safety, supports clean-label claims, and provides long-needed regulatory clarity for both domestic and international brands.
Regulatory clarity for food businesses
Previously, the absence of a clear definition allowed brands to make unverified “natural” or “plant-based” claims, exploiting the regulatory grey area.
“Before China mandated that food colourings be plant-based, firms relied on a recommended industrial standard – not a legally binding one – so it was natural for businesses to take advantage,” said Lee Moh Heng, market development manager for APAC at GNT, a global provider of plant-based colouring ingredients.
With the new standard, manufacturers must reformulate products by replacing synthetic colours with natural alternatives like fruit concentrates or colouring foods to meet regulatory and consumer expectations.
For overseas companies, the regulation simplifies market entry by clearly defining what qualifies as a colouring ingredient.
“This supports clean-label positioning and encourages innovation using safe, physically processed plant-based colourings. Brands that fail to adapt may face compliance issues,” Lee warned.
China’s regulatory system enforces a range of penalties for non-compliance. Under the Food Safety Law, fines can range from RMB 2,000 to RMB 50,000, and severe breaches may result in licence revocation.
Lee advised companies to engage both marketing and regulatory experts to ensure products resonate with health-conscious consumers while meeting compliance requirements.
Consumers have greater peace of mind
“Consumers often associate synthetic additives with health risks, prompting brands to shift toward cleaner labels,” said Lee.
Demand for clean label products is growing across Asia, especially in China, where consumers are highly sensitive to the difference between synthetic and natural ingredients.
“This regulatory shift will accelerate clean-label growth in China – especially in beverages like functional drinks, plant-based milk, and reduced-sugar options,” shared Lee. “It empowers manufacturers to replace synthetic colours with plant-based ones, aligning with consumer concerns.”
Lee added that brands targeting health-conscious demographics can align with China’s national “Healthy China 2030” initiative, which emphasises food safety and sustainability.
The shift benefits both domestic clean-label brands and international players targeting China’s wellness-driven market.
With rising health consciousness and a massive consumer base, China has become a key driver of food industry growth in Asia-Pacific.
As of June 2025, China’s food market revenue stood at US$1.64 trillion – surpassing both the United States (US$875.78 billion) and India (US$887.77 billion), according to Statista.
Encourages innovation
The new rule supports innovation in health-focused and functional products, from functional candies to RTD teas.
“By requiring colour ingredients of fruit or vegetable origin, the regulation pushes manufacturers to rethink formulations and emphasise transparency,” Lee said.
This is particularly relevant in plant-based dairy, where natural colours from fruits and vegetables reinforce the plant-based positioning.
Clean-label appeal is especially strong among Gen Z and millennials. A 2025 McKinsey report found these groups are twice as likely as the general population to seek natural and alternative products.
At the same time, consumers expect visual appeal. Some natural ingredients, like kombucha, may appear dull.
“Adding natural colourings enhances aesthetics without compromising the product’s natural image – you can still claim it’s plant-based and derived from sources like carrots or berries,” said Lee.
Aligning with the worldwide shift away from synthetic colours
China’s enforcement of plant-based food colourings mirrors global trends in food safety and transparency.
Around the world, regulators and consumers are pushing for a shift away from synthetic additives.
In the US, the FDA has introduced new measures earlier this year to phase out petroleum-based synthetic dyes from food supplies.
Globally, synthetic additives are being phased out. Labels indicating natural food sources are more appealing than cryptic E-numbers on ingredients list, said Lee.
According to a 2024 Natural Ingredient Market Overview report by Innova Market Insights, 60% of global consumers say that clean labels significantly influence their buying decisions.
For many, clean labels are defined by claims such as “no additives or preservatives,” “only natural ingredients,” and “without artificial ingredients”.
