Which is why nobody uses food colouring outside of (especially children's) baking at home. But in ready meals and other prepared foods sold in supermarkets, the

Which is why nobody uses food colouring outside of (especially children's) baking at home. But in ready meals and other prepared foods sold in supermarkets, they're adding it to make you buy it, not for your pleasure while eating it. 'Ooh it looks so vibrant and fresh' or whatever. Or in the case of sweets etc. to hint at the flavour.