AmeriColor Soft Gel Paste Food Color, 4.5-Ounce, Super Red

Made a delicious red velvet cake with this red food coloring. It is very deep red, and you don't need very much. The best part is it adds NO flavor to the batter, like some of the liquid food colorings will. It's a little expensive, but you get so much it could be a lifetime supply if you're not using this sort of thing all the time.

Always pleased with americolor food coloring. Beautiful color and doesn't have a weird smell/taste like some other food colorings.

This works when nothing else does! I was struggling to make a spiderman cake with wilton red gel colouring and koolaid... I ended up with cherry-flavoured coral-coloured Spiderman. I did my research and this is the best decision I have made as a new cake baker/decorator. For a true red you will still need to add a lot of colouring to your icing- but that's the beautiful thing about this product! Unlike Wilton gel, a lot of Americolor colouring does not alter the taste, and it does not alter the consistency of the icing! Would not recommend red icing in general for weddings or fancy occasions though because you will end up with a red tongue if you're using this as a main colour. Americolor is all I use now for colouring icing and batter. Their SUPER BLACK is a must have as well. After buying this product I was so thrilled I wanted to buy about 30 colours (I do a lot of baking). However, if you do a significant amount of cake decorating and want to stock up, amazon is not the place to do it, especially if you live in Canada like I do. Vanilla Food Company was a much better deal for a large order. They have a website, and I was able to order about 30 4.5 oz bottles at ~4.50 each, and got free shipping since my order was over $100. Meanwhile the same order on amazon was more expensive and had an additional shipping cost of $50-150 depending on if I opted to ship to the US or Canada. If you only need one or two bottles though, this is the place and product for you!! :)

LOVE Americolor for coloring my frosting.

Used for a cake that I just baked and the color I wanted. No issues. Recommend this brand.

Love the americolor brightness.

Thickness, quantity, value for money

Love how red-red this coloring is! Too much gives an off-putting flavor but you don’t need as much as most food coloring, to get a beautiful red!