I'm not a big fan of artificial coloring on food after I start learning how to make strawberry mousse myself with real strawberry, after blending tons of strawberry and pour it into my mousse, the color comes out barely pink, almost pinkish white. When I visit gelatology for the first time, their strawberry gelato caught my eye because the color looks EXACTLY like my strawberry mousse, not like the bloody red color from other icecream store you would normally see. Owner said she doesn't put dye in it, THANK YOU! this is exactly what I'm looking for! I love the strawberry of course, second time I went there I completely fell in love with her avocado gelato! I can't wait to try others next time I go! Owner is super nice and sweet by the way, you can tell she's really proud of her gelato !!!!