Sausages with natural dye will appear in VkusVill stores

The VkusVill trading network conducted a study that showed that buyers prefer meat products of a familiar pink color, and they choose natural grayish products less often. According to the company, the retail chain decided to change the recipe for sausages by adding a natural dye to them that meets the concept of the VkusVill brand.

The concept of the VkusVill brand implies the naturalness of the product and the rejection of artificial colors, flavor enhancers and other additives. However, according to the company, experts also regularly analyze customer demand for a particular product and establish the reasons for the presence or absence of interest. So, one of the studies showed that buyers like natural gray meat products less than pink ones. Then VkusVill technologists started developing a dye that would meet all the requirements of the brand. The company explained that natural ingredients were chosen as raw materials for the dye: beet extract, red potato, green tea.

As explained in the company, usually the durability of the dye is fixed with nitrites, and although they are acceptable in small quantities in any product, the VkusVill brand assumes the maximum rejection of artificial additives. Therefore, suppliers were given the task of developing a suitable dye. Bogorodsky Meat Processing Plant proposed its own concept of beetroot dye, but it turned out that the beetroot volatilizes during cooking, returning the grayish color to the sausages. To fix the color, extracts of potatoes, radishes and even green tea were added to the beets. The company noted that the resulting mixture gives a persistent pale pink color, while the product does not contain any impurities.

Traditional gray sausages will remain on the shelves of the store, VkusVille explained. Buyers themselves will be able to choose between a product with organic dyes and without.