The present invention provides a colorant derived from Ipomoea Batatas that is completely free of an odor originating from Ipomoea Batatas, or in which the odor has been significantly reduced, and a colorant formulation containing the colorant. The present invention also provides a method for producing the odorless or low-odor colorant derived from Ipomoea Batatas. The colorant of the invention derived from Ipomoea Batatas can be prepared by subjecting an adsorption-treated product of an Ipomoea Batatas colorant extract to at least one treatment selected from adsorption, ion exchange, acid treatment, enzyme treatment, and membrane separation, so that the concentration of the aroma components contained therein is 150 ppm or less when the color value is E(10%/1 cm)=160.