Following the publication of new research into the effects of food colouring on children's behaviour, the Food and Drink Federation (FDF) has highlighted the measures industry is taking to reduce the possible effects on behaviour.
A study carried out at Southampton University, on behalf of the Food Standards Agency (FSA), found that consuming certain mixes of artificial colourings as well as sodium benzoate could have an adverse impact on a child's behaviour.
But the FDF has highlighted the positive steps taken by the industry to sate consumer concerns.
Director of communications Julian Hunt noted it was "important" that consumers were aware the study "does not suggest there is a safety issue" with the use of certain food colourings.
"The industry continues to respond to consumer demand by reducing the use of additives - and there are many food and drink products on supermarket shelve that contain no artificial colours," he said.
Mr Hunt also pointed out that manufacturers "must" show what additives have been used in products on their labels.
The FSA has passed on the findings to the European Food Safety Authority, which is currently carrying out a review of all food colours approved for use in the EU.