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With the growing demand for clean-label ingredients, in the region, the demand for natural flavors and colors in increasing at a faster pace. Red Cabbage is the most stable anthocyanin colouring in high heat, provides a lavender hue in cakes. DDW The Color House, a subsidiary of Dow DuPont for natural flavors and colors uses red beet in high dosage in Red Velvet Cakes, that will achieve visual appeal as it imparts off-flavors into the final product. Carmine is the best alternative to synthetic Red 40 (Allura Red) in red velvet cake due to its stability. Consumers concerned about gluten intolerance has increased the use of functional flours derived from rice and legumes as a bakery ingredient. Functional flours, containing starch and hydrocolloids, are gaining significant demand in gluten-free baked goods, as they usually replace the functionality of gluten.