Norbixin is a natural compound found in annatto seeds that is commonly used as a food coloring agent. It is also known by several synonyms such as bixin, norbixine, and rocou. These terms refer to the same pigment that is responsible for the red-orange color of many meat products, dairy products, and sauces. Norbixin is a popular alternative to synthetic food colorings because it is derived from a natural source and has been proven safe for human consumption. It also provides some health benefits, including antioxidant and anti-inflammatory properties. The use of norbixin in food manufacturing is regulated by various health agencies worldwide to ensure its safety.