Orange-red colour used in sweets, drinks and condiments, medications and cosmetics, A red synthetic azo dye introduced in the early eighties to replace Amaranth, E123, in the United States of America where E123 is prohibited.

May have slightly less allergy/intolerance reaction by aspirin intolerant people and asthmatics than most of the azo dyes, although those with skin sensitivities should be careful. Allura red has also been connected with cancer in mice.

Not recommended for consumption by children.

Banned in Denmark, Belgium, France, Germany, Switzerland, Sweden, Austria and Norway.