In the present study, the influences of color and awareness of the presence of three different naturally colored antioxidants, were studied using the projective consumer method Word Association. Moringa, propolis, and red grape pomace extracts were added to three different food products categories (bread, yogurt, and pate) as case studies. To explore the influence of the presence of natural antioxidants in the colored products, two conditions were applied: blind condition (unawareness) and informed condition (awareness). Hedonic scores were concurrently collected using a facial scale with seven points. Results exposed that an unfamiliar color, in food products with added naturally colored antioxidants, did not have a strong impact on consumers' perception of the appearance. The awareness of the presence of natural antioxidants, positively influenced consumers' perception and acceptance. Results also demonstrated that a naturally colored antioxidant from propolis could not be used in all food categories. The problem highlighted by consumers was not attributed to the color, but to the off-flavor presented by the propolis extract.
Practical applicationsTo increase natural antioxidant use by the food industry, consumers' perception emerge as important tools. The addition of a natural antioxidant in the color of the final product is important information for consumers and for future industrial applications, especially if they provide unfamiliar colors to the products.
| INTRODUCTIONFood antioxidants are a core topic of food science and are among the most studied topics in the areas of food science and nutrition (Cömert & Gökmen, 2018). This is mainly due to the high consumption of ultra-processed foods, which are characterized by convenience as well as long shelf life (Ribeiro et al., 2019), and represent a demand of modern society (Shim et al., 2011). Increasingly, food antioxidants have gained the spotlight, not merely as a food preservative but also as inhibitors of the oxidation processes in human's metabolism (Cömert & Gökmen, 2018).Consequently, natural food antioxidants have been gaining great attention in several studies recently. They are important healthy alternatives to replace synthetic antioxidants that have been identified as toxicological and/or carcinogenic (Kumar, Yadav, Ahmad, & Narsaiah, 2015). A number of antioxidants were discovered and isolated from natural sources such as herbs, spices, vegetables, fruits, and even food residues (Brewer, 2011;Cömert & Gökmen, 2018). Among the natural matrices studied which showed biological activity, it is possible to highlight the resin propolis (Tiveron et al., 2016), red grape pomace (Rockenbach et al., 2011), and leaves of the Moringa oleifera plant (Oldoni et al., 2019).The limited use of natural antioxidants, despite the European Union allowing the use of rosemary extract, for example, is probably due to their stability (Carocho, Morales, & Ferreira, 2018). The presence of bitterness, astringency, and intense flavor could also limit their