It wasn’t popular with Europeans. Dairy farmers in England (not even all of what we consider the U.K.) colored their cheese to hide the fact that it had differing amounts of tasty fat in it from grass-fed cows, depending on the time of year and/or the skimming off of the fat to sell separately. That was a specific time in history, and even English cheeses from more recent times do not do this. I can’t think of a single continental European cheese that used or uses annatto. Maybe there is one or two I don’t know about, but it’s really not a thing.
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