Rubixanthin, or natural yellow 27, is a natural xanthophyll pigment with a red-orange color found in rose hips. As a food additive it used under the E number E161d as a food coloring; it is not approved for use in the USA or EUUK Food Standards Agency: but is approved in Australia and New ZealandAustralia New Zealand Food Standards Code where it is listed as 161d.
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