In the automotive industry, for example, MBR9668 is used in primers and finish coats to provide superior color retention and gloss. With durability being a key concern for automotive manufacturers, utilizing rutile titanium dioxide in coatings enhances the longevity of the vehicle's exterior finishes, ensuring that they remain vibrant and effective for years under various conditions.

Wegman’s puts titanium dioxide in its Original Macaroni and Cheese. Campbell’s Healthy Request Chunky Chicken Corn Chowder has it, as does Food Club’s Chunky New England Clam Chowder. Marzetti uses the color agent to brighten its Cream Cheese Fruit Dip. Dairy products usually don’t need titanium dioxide to look white, but Kroger has decided to add titanium dioxide to its Fat Free Half-and-Half. And titanium dioxide isn’t only in especially white or brightly colored foods: Little Debbie adds it to Fudge Rounds and many other products. According to the Food Scores database maintained by Environmental Working Group, more than 1,800 brand-name food products have titanium dioxide on their ingredients list. That said, it can still lurk as an unspecified “artificial color,” or labels might simply say “color added.”

North America

JECFA previously assessed titanium dioxide at its 13^th meeting, at which time the expert committee assigned a “not specified” ADI for the additive due to an absence of significant absorption and a lack of toxicological effects in the available experimental animal and human studies. Since its original evaluation by JECFA, titanium dioxide has become a public point of contention, with its ban being introduced (and then subsequently withdrawn) in California legislation in 2023, a legal battle playing out in the EU over the additive’s ban and classification as a carcinogen in 2022, and the European Food Safety Authority (EFSA) calling titanium dioxide unsafe. However, supporters of titanium dioxide say that claims about its dangers are founded in unreliable studies, and some recent research has supported its safety as a food additive.

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Titanium dioxide has similar uses in non-food products. It is used in sunscreen as effective protection against UVA/UVB rays from the sun, which creates a physical barrier between the sun’s rays and the skin. It’s also used to whiten paint, paper, plastic, ink, rubber, and cosmetics.