I am very pleased with the gel color from Wilton! I color so dough, marzipan and fondant. The colors are even with small amounts of very intense (usually ranging from one to two pinches), thus you come from so long. In conventional food coloring (liquid) is fondant / marzipan very quickly too soft and food coloring in powder form can be knead difficult. Among other things, it is difficult to achieve the desired color in conventional food coloring. The price appears to many to be high, but by the fertility and long life he is quite justified. I would highly recommend it.