Colourlovers.com has an article about the effect of the color of your food, and how colors actually can change the flavor your mind actually receives. The authors of the study Taste Perception: More than Meets the Tongue, Journal of Consumer Research described the phenomena as “Color dominated taste.”

You might remember the product to the left. Most people said they could taste a difference between the red and the green ketchup. But HEINZ said that the content of both the regular colored ketchup and the green ketchup were the same, with the exception of the flavor-less colorant.

That is the kind of response that is mentioned in the original article.