Abstract Preference is one part of consumer response in determining the choice of product to be used. This study aims to determine millennials’ preferences for processed sago noodle products using natural colors from dragon fruit, turmeric, and moringa leaves. The research method uses quantitative descriptive analysis data. Data was collected using questionnaires. The data observed in this study are the characteristics of respondents, color, aroma, taste, and texture of sago noodles. The collected data was analyzed descriptively and through chi-square analysis. The results showed the response of the millennial generation in taking part in trials of processed sago products is very high. This is proven by the willingness of 72% of respondents in the age range of 19 – 24 years, included in the millennial generation category, and only 4% of respondents who are in the age range of more than 50 years. As many as 44% of respondents had consumed processed sago bagea (traditional cake), followed by 36% kapurung (traditional food), 4% sago meatballs, and 4% sago noodles. Processed sago products are no longer foreign to the millennial generation. Only 4% of respondents had ever consumed sago noodles because sago noodles are a new food in South Sulawesi. The millennial generation’s preference for developing local food products processed from sago is very high, both newly developed products such as sago noodles, and old processed products such as bagea, kapurung and sago meatballs. From the organoleptic results of sago noodles from several treatments with the addition of natural coloring, it is known that sago noodles using coloring from dragon fruit extract are the most preferred, followed by real sago noodles, then sago noodles using turmeric coloring and finally sago noodles using colouring from moringa leaf extract.