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more general categories information about this item 12. Product Identity 12. Product Identity Product Identity (32) Product Coloring (1) description: Ontomatica's Product Coloring Application integrates relevant ontology rules (items, properties, relationships and constraints) with relevant data sets. The Product Coloring Application is the electronic specification of coloring used in a product. Background: Food coloring, or color additive, is any dye, pigment or substance that imparts color when it is added to food or drink. They come in many forms consisting of liquids, powders, gels, and pastes. Food coloring is used both in commercial food production and in domestic cooking. Due to its safety and general availability, food coloring is also used in a variety of non-food applications including cosmetics, pharmaceuticals, home craft projects, and medical devices.