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The colored vegetative tissues of plants in the family Amaranthaceae contain various betalain pigments and are often produced in high biomass, and therefore, attract interest as potential alternatives to the well-known betalains from beet roots. We attempted a comprehensive systematic study, including selection of betalain-producing genotypes and species, extraction, identification and quantification of betalains, determination and evaluation of physicochemical properties and antioxidant activity; and pigment utilization in certain food systems. The results demonstrated high potential for Amaranthus pigments for use as natural food colorants.