I never!

I never use artificial color or flavor in my baking/cooking.  Take a look at what “regular” food coloring is made from…

http://en.wikipedia.org/wiki/Food_coloring

Whole foods sells natural colors for about $13 sounds expensive compared to the “regular stuff” at about $3 but it’s a small price to pay for good health.  Remember to refrigerate the good (natural) stuff.   Or you can always make your own with berry juice.