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HunterLab was the first company to receive USDA approval for the instrumental evaluation of food colour, and many of the world's top producers of baked goods rely on HunterLab solutions for colour quality control of their products, including Kraft, Kelloggs, Keebler, General Mills, Entenmanns, Stroehmann, Bremners, Arnolds, Frito-Lay, George Weston Bakeries and Mondelez.

The importance of measuring the colour of baked goods is to quantify the colour to that of visual human perception, ensuring that the colour will meet with the expectations of the consumer. The preferred measurement technique is to employ a Directional 45°/0° reflectance instrument. This is the geometry that most closely matches how the human eye sees colour.