Red velvet cake has endured as one of the most popular cakes in the United States. The Washington Post notes the cake's name is a descriptor of its soft, velvety texture. The color, which is not as commonly observed in other cake types, was originally derived from raw cocoa powder. Raw cocoa powder began appearing in the 1800s and contains high levels of anthocyanin; a bright pigment that turns foods blue, purple, or red in the presence of an acid. The first red velvet cakes were baked with buttermilk, which has enough acid to interact with the anthocyanin and produce a distinct burgundy hue. During World War I, many bakers were forced to turn to grated beets or baked juice when eggs and milk were in short supply. This further brightened the red color of the cake.

Color additives became widely used after receiving approval from the Food & Drug Administration in the 1930s. Mental Floss reports that the Adams Extract company used the authorization as a way to promote its red food coloring. The company published a recipe for the "Adams Red Velvet Cake" shortly afterward.