No one wants food coloring that dissipates after an hour, a problem for natural alternatives to Red Dye No. When he targeted food coloring, companies did not protest that his positions were in defiance of science. Researchers from the University of Missouri and USDA recently published a study of purple corn grown in South America and its utility in food coloring. If it is viable, the kooky cult gets to mumble stuff about antioxidants while people with less money still have affordable food. 3 were invented to have something that works so a food coloring that breaks down if it's not in a Goldilocks condition is useless in the real world.