The present invention is directed to rhodoxanthin formulations, whereby the rhodoxanthin is embedded in a matrix of a protective hydrocolloid, the protective hydrocolloid being preferably a modified food starch. The present invention is further directed to the manufacture of such formulations as well as to their use for colouring beverages, food or pharmaceutical compositions, whereby the rhodoxanthin formulations impart an intense red colour to those coloured beverages, food or pharmaceutical compositions. The beverages, food or pharmaceutical compositions which comprise the rhodoxanthin formulations are further aspects of this invention.
