Americolor Food Colourings are Soft Gel Paste colourings. Soft Gel Paste™ represents a completely new approach to food colour formulation, delivering superior results over conventional food colours, especially when colouring icings and whipped toppings. What's so great about Soft Gel Paste™? Nothing you have ever tried equals the colouring strength of these amazing colours. Imagine the colouring power of a paste in an easy-to-use gel. Soft Gel Paste™ is packaged in convenient squeeze bottles with a flip-top lid. By mixing and measuring using "drops" of Soft Gel Paste™, you can achieve precise, easy-to-repeat colours every time.