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Following a request for assessment in 2020 by the EU, the European Food Safety Authority (EFSA) assessed E171, particularly for its genotoxicity. In 2022, the agency deemed the food additive no longer safe for use.  

Wegman’s puts titanium dioxide in its Original Macaroni and Cheese. Campbell’s Healthy Request Chunky Chicken Corn Chowder has it, as does Food Club’s Chunky New England Clam Chowder. Marzetti uses the color agent to brighten its Cream Cheese Fruit Dip. Dairy products usually don’t need titanium dioxide to look white, but Kroger has decided to add titanium dioxide to its Fat Free Half-and-Half. And titanium dioxide isn’t only in especially white or brightly colored foods: Little Debbie adds it to Fudge Rounds and many other products. According to the Food Scores database maintained by Environmental Working Group, more than 1,800 brand-name food products have titanium dioxide on their ingredients list. That said, it can still lurk as an unspecified “artificial color,” or labels might simply say “color added.”

Lithopone 30%, in any type of rubber, not only reduces the cost of partial substitution of TiO2 but also increases industrial production and improves the durability and the thermal and mechanical resistance of the finished product. 

Ultimately, most experts advise moderation, as titanium dioxide is typically found in processed foods that come with their own health risks.

The Market Landscape

Some consumer advocacy groups and health agencies — particularly, those at the Environmental Working Group — have been pushing federal officers at the Food and Drug Administration (FDA) to reconsider their existing rules on the additive, which is commonly found in processed snacks and sweets.

While the conclusions of the EU expert panel were considered in this report, Health Canada's Food Directorate conducted its own comprehensive review of the available science. This included evaluating new scientific data that addressed some of the uncertainties identified by the EU expert panel and were not available at the time of their review.    

5. Geographical Availability Depending on the location of businesses, suppliers with a good logistical network can ensure timely delivery and availability of stock. Local suppliers may also provide cost advantages compared to international counterparts due to reduced shipping fees.

One of the main challenges that manufacturers face when it comes to buff percentage is ensuring consistency. Variations in the level of coating on titanium dioxide particles can lead to differences in color, opacity, and other properties in the final product. This can be especially problematic in industries such as paint and coatings, where consistency is critical for achieving the desired results.