Another common use of titanium IV oxide is in food coloring. Titanium dioxide is a FDA-approved food additive that is used to enhance the color of various food products. It is commonly used in candies, pastries, and dairy products to create vibrant colors. Titanium dioxide is a safe food additive that is used in small quantities to enhance the visual appeal of food products.

Other research suggests that E171 could cause harm; however, those research processes did not consider how people are typically exposed to E171. Research that adds E171 to drinking water, utilizes direct injections, or gives research animals E171 through a feeding apparatus is not replicating typical human exposure. 

Titanium dioxide is a white food coloring agent often used in bakery decorations, soups, broths, sauces, spreads, creamers, candy, and chewing gum.

Although barium sulfate is almost completely inert, zinc sulfide degrades upon exposure to UV light, leading to darkening of the pigment. The severity of this UV reaction is dependent on a combination of two factors; how much zinc sulfide makes up the pigments formulation, and its total accumulated UV exposure. Depending on these factors Lithopone B301, Lithopone B311 powder itself may vary in shade over time, ranging from pure white all the way to grey or even black. To suppress this effect, a dopant might be used, like small amount of cobalt salts, which would be added to the formulation. This process creates cobalt-doped zinc sulfide. The cobalt salts help to stabilize zinc sulfide so it will not have as severe a reaction to UV exposure.