Vegetable juice color is the synthetic way to color drinks or food. For instance, Vegetable juice color 1001 is a purple liquid with a slight characteristic odor. This juice concentrate is expressed from purple sweet potatoes and diluted with propylene glycol and citric acid. This color provides a pink to raspberry red hue at pH 2.0-3.5 and a grape to blueberry color at pH 4.0-4.5. This product’s usage level ranges from .005% – 0.1%.