Restaurants and manufacturers are facing tough choices about food coloring, primarily because consumers are reading labels more closely. Synthetic coloring is one of the hot topics at this year's Institute of Food Technologists Annual Meeting & Food Expo. With consumers demanding product reformulations and major chains like Whole Foods prohibiting products with synthetic dyes, U.S. manufacturers are increasingly motivated to comply, experts state. Naturally derived colors are used in about 30 to 40 percent of the nation's food and beverage supply, excluding beta carotene and caramel, most commonly used in soda, according to the president of Sensient Technologies, reports Chicago Tribune. Full Story (Free Registration Required)