Everyone is buying in on natural flavors and colors. It’s now only a matter of how far these sibling industries can push the boundaries, as the role they play in the food market is unquestioned. The use of botanical extracts in lieu of synthetic molecules is now mainstream, according to Amandine De Santi, business manager at NATUREX, Avignon, France. “The use of natural flavors, for example, is no longer a way to differentiate from the competition, but it has become a key requirement for consumers, especially in products for kids or with a healthy positioning,” she says.