It's actually a bright-red pigment that's obtained from female scaly insects such as the cochineal. It's used in food, artificial flowers, paints, makeup, and ink. Nice. Just what I wanted to be eating. I'm sorry, but last I checked, the strawberries in my yogurt were red, too. So why do they need to add insect pigment to make it even pinker? I guess they figure it will be more appealing to consumers. I'm sure they'd pass it up though, if they knew what was really in their yogurt. No thanks. I'll stick to foods that are naturally colored.
Fit's Tip: If you're creeped out about consuming pigment made from an insect then you should know that carmine is also called Crimson Lake, Cochineal, Natural Red 4, C.I. 75470 or E120.