Colorants (E102, E110, E124, E129)

Controversies and what to watch for

Food colorants in pet food serve exactly one purpose: making the product look appetising to the human buyer. Dogs and cats are essentially red-green colour-blind and do not choose food based on colour. Bright red kibble (Bakers, Beneful) or orange-tinted sauce (Felix, Whiskas) exist purely for shelf appeal. Some synthetic colorants (Red 40, Yellow 5, Yellow 6) have been linked to hyperactivity in children in human studies, and while no équivalent pet study exists, the precautionary principle argues against feeding unnecessary synthetic dyes daily for 15 years. Any brand that uses food colorants is making a cosmetic choice that signals priorities misaligned with pet health.