Food coloring is dye used to amp up the color of frostings, candies, and baked goods like red velvet cake.
McCormick makes one that's widely available.
Adams, a Texas brand, uses charmingly retro packaging.
Or check out the selection at Sweet Celebrations, a Web site that's perfect for cake-baking fiends.
There are some concerns about the safety of food coloring. Read what the FDA has to say here.