Annatto / Bixin / Norbixin, a carotenoid, is extracted from the orange coloured outer coat surrounding the seeds of the shrub Bixa orellana. When it is initially extracted, it is known as Bixin. Bixin is the Oil Soluble form of annatto, the primary ingredient surrounding the seeds in the fruit of the plant. It can be turned into Norbixin, which is truly water soluble–reducing the need for emulsifiers or gums. This is a unique attribute of annatto within the carotenoid family.
D.D. Williamson is a leading supplier of natural colourings, natural flavors and caramel colors for the food and beverage industry. They developed the natural flavor line for the markets demand for clean labels. D.D. Williamson's flavours may be labeled as “Natural Flavor” in North America and “Natural Flavouring” in Europe and can be labeled “colouring foodstuffs” (no E numbers) in Europe.
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