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This work reports on the stability of red beetroot colour used as pre-extrusion colouring of extrudates. Initially, process parameters such as feed moisture content, screw speed and die temperature were optimised using red beetroot colour for pre-extrusion colouring. The colour was monitored in terms of L* and a* values, and also as the percent retention. The optimised conditions that gave maximum retention of colour were a moisture content of 16%, temperature of 160 °C and screw speed of 170 rpm. The effect of citric acid and sodium bicarbonate on colour stability of extrudates during processing, and that of light and packaging materials (polyethylene and metallised polyethylene) during storage at ambient conditions were also evaluated. Addition of 1% citric acid reduced the colour requirement by 37.5%. Metallised polyethylene showed better retention of colour as evident from the time required for 50% loss of colour. The study highlights on the use of red beetroot colour for safe and attractive red-coloured extrudates, and could create a commercial impact. [ABSTRACT FROM AUTHOR]