According to DataM Intelligence's "Global Salty Snack Market 2023-2030" research report, the global salty snack market reached $188.24 billion in 2022 and is projected to grow to $291.087 billion by 2030, expanding at a compound annual growth rate (CAGR) of 5.6% during the forecast period (2023–2030). The global salty flavor market continues to expand, with cheese/butter-flavored snacks capturing a substantial share.

In China's casual snack market, the cheese/butter flavor category grew over 20% in 2022, and by 2025, orange puffed products (e.g., butter cheese crisps and butter potato chips) have become popular on e-commerce platforms. 

According to Innova Market Insights, over 60% of consumers associate orange-yellow snacks with rich flavors like cheese and butter, stimulating appetite. This has prompted the food processing industry to widely adopt natural carotene, whose natural orange-yellow hue aligns with consumer preferences and has become a favored natural coloring choice. 

Natural carotene (CNS: 08.147; INS: 160a(ii), 160a) is a food additive derived from carrots, palm fruit oil, sweet potatoes, or other edible plants through solvent extraction and refinement. The primary coloring substances include β-carotene and α-carotene, with β-carotene being predominant. It consists of β-carotene, α-carotene, δ-carotene, zeta-carotene, and other carotenoids. Natural carotene is a mixture of carotenes, dissolving in oil to produce yellow to yellow-orange hues. It exhibits good heat and acid resistance, with a maximum absorption peak at wavelengths ranging from 440 nm to 457 nm or 470 nm to 486 nm. Conventional natural carotene is insoluble in water but slightly soluble in ethanol and oil. Through technological advancements, Jinghao’s current natural carotene products are available in both water-soluble and oil-soluble forms.  

The product quality standard "National Food Safety Standard for Food Additive Natural Carotene" (GB 31624-2014) provides sensory and physicochemical indicators, as referenced below: 

Natural carotene imparts shades ranging from light yellow to deep orange to food. For example, in snack foods such as butter cheese crisps (food classification number: 16.06), the addition of carotene produces a signature orange-yellow color, strongly associating with cheese and butter flavors and enhancing consumer flavor perception. 

It is also commonly used in jams (food classification number: 04.01.02.05) to provide a natural orange-yellow hue. 

In fruit and vegetable juice (pulp) beverages (food classification number: 14.02.03), natural carotene enhances visual appeal and restores the natural color of fruits.

In baked goods, such as bread (food classification number: 07.01), pastries (food classification number: 07.02), and biscuits (food classification number: 07.03), it creates an orange hue, making the products more visually appealing.

In dairy products like cheese, reprocessed cheese, cheese products, and cheese analogs (food classification number: 01.06), natural carotene imparts a light yellow to milky yellow "natural cream" color.

More Specific industry categories and usage guidelines for Natural Carotene are outlined in the GB2760 National Food Safety Standard for Food Additive Use, allowing for appropriate adjustments based on production needs across most categories. For specific categories, please refer to Table A.2 below, which provides a list of food categories along with exceptions for food additives used in appropriate quantities for production purposes.

For diverse color requirements within different food processing industries, customized food application solutions and technical support can be provided based on customer’s specific food classification numbers.

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