not red it is purple [SEP] i purchased this to add to hummingbird food for my feeders i know i know you do not need color but i use it to be able to see the level in the multiple feeders so i know when to make more not to attract the birds i was disappointed that the color is a light lavender that only becomes a more vivid purple when more is added the color does not matter really as i am using it to gauge the level of food left in the feeders but i am disappointed that it is not even close to red i could have used any natural food color for my use i wanted it to be red or at least pink