(1) Background: Color has been considered to be the flashiest attribute of foodstuffs and researchers have shown a great interest in the extraction of pigmented compounds from vegetal products, with the purpose to provide alternative counterparts to the food industry; (2) Methods: This study aimed to explore Rubus ulmifolius Schott fruits as a potential source of anthocyanins, optimizing the extraction method, evaluating the bioactivity and incorporating the rich extract into a bakery food product; (3) Results: After the extraction optimization, results showed R. ulmifolius fruits to be a great source of anthocyanins, obtaining an amount of 33.58 mg AT/g E, with an extraction yield of 62.08%. The rich anthocyanin extract showed antitumor and antimicrobial potential in some tumor cell lines and strains, respectively, as well as the absence of toxicity; (4) Conclusions: The extract when incorporated in a bakery product showed a good coloring capacity, maintaining the nutritional value, revealing its use to be a great approach for replacing artificial colorants.
Keywords: Rubus ulmifolius Schott fruits; anthocyanins; food incorporation; heat assisted extraction; natural colorant; response surface methodology.