E167 is a food additive known as a colorant, specifically derived from the natural pigment found in the beetroot. It is commonly used in various food products to enhance their visual appeal, giving them a vibrant red or pink hue. E167 is considered safe for consumption and is often found in items like candies, beverages, and dairy products. This additive is part of a broader category of food colorings, which can be either natural or synthetic. E167 is favored for its natural origin, making it a popular choice among manufacturers looking to meet consumer demand for cleaner labels and healthier ingredients.