Bright natural yellow for instant noodles without compromising performance
Create the bright, familiar yellow shade consumers expect with FruitMax® Yellow 1020 WSS - Oterra’s turmeric-derived color solution developed for instant noodles. Designed for demanding processing conditions, it combines clean label positioning with the heat and light stability manufacturers need.
Meeting demand in a high-volume category
Instant noodles are consumed at massive scale, with global demand reaching more than 123 billion servings in 2024. Asia remains at the center of the category: China/Hong Kong, Indonesia, India, Vietnam, and Japan are the world’s five largest markets, together accounting for more than 80 billion servings. In such a competitive category, color matters, helping products stand out, signal flavor expectations, and deliver a familiar eating experience.
The challenge: natural color that can keep up
For instant noodles, yellow is more than a color. It helps cue taste, quality, and familiarity before the first bite. But natural yellow solutions must perform under tough conditions, from high-temperature processing to shelf-life exposure. With more than 30% of colored noodle launches still using artificial yellows, manufacturers in Southeast Asia need natural alternatives that can deliver appealing color while meeting expectations for performance, cost efficiency, and regulatory compliance.
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A clean-label yellow designed for instant noodles
FruitMax® Yellow 1020 WSS helps manufacturers transition from synthetic yellow to a natural, turmeric-derived solution while maintaining strong visual appeal in finished noodles. Designed for Southeast Asia markets*, it provides improved heat and light stability and helps retain color on the noodle after cooking, rather than dispersing into the soup.
Clean-label positioning — turmeric-derived to support INS-free and easy-to-understand labelling, i.e. Turmeric concentrate
Made for noodle processing — suitable for high-heat applications.
Improved stability — better light stability compared to the most used natural alternative, riboflavin
Color stays where it matters — helps reduce migration from noodle to soup after cooking.
No taste impact — supports the intended flavor profile and eating experience.
Ready to see how it performs in your noodles? Contact us now!
*Allowed for use in Indonesia, Vietnam, Malaysia, Philippines, and Singapore.
Sources: World Instant Noodles Association, Innova database
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