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Consumer attitudes have changed since then, and buyers do seem more interested in natural colorants, said Renee Leber, the food science and technical services manager at the Institute of Food Technologists.

In postwar America, food science was a beacon of progress.

The consulting firm produced a report about the product and tapped three university professors with expertise in pharmacology, toxicology and food science to weigh in.

"If we don't like it, we don't eat it. It's that simple. And no one would enjoy eating grainy flour -- but that's roughly what the sensation of insoluble dietary fibers often produces, especially added to more liquid foods like yogurt, juices and beverages," says Professor Lilia Ahrné of the University of Copenhagen's Department of Food Science.

“There’s no evidence at all to suggest that our food supply is less safe than before — in fact, I would argue for the opposite,” said Martin Bucknavage, a senior food safety extension associate at Pennsylvania State University’s Department of Food Science.