Yep... makes you hope it really is just food coloring that some of these places use!!!!!
I have gradually experiemented with corn oil, and wondered how "yellow" it would be if I used 100% corn oil in the dough. When I made a batch that way it definitely made a difference in the color.
I know that people say it is a mix of olive oil and corn oil, but:
1) maybe the olive oil is listed on Lou's ingredients list (for their frozen product) refers to the olive oil that is put in the bottom of the pan before the dough is added?
2) There is a video here somewhere that shows the ingredients being dumped into a mixer - I recall that the "oil" was dumped from only one container. Could have been premeasured mix... but there was no indication of that in the video. Seemed to be one item, that is why I am wondering if it is 100% corn oil. In any case, 100% corn oil, with olive oil only in the bottom of the pan, has become my own standard recipe.
Anyway, I have been getting closer to what I really enjoy. Not exactly Lou's crust... but pretty darn good. A bit of Semolina also "yellows" it up a bit - and fits under the label of "flour".
I am not a food labeling expert so not sure what the exact rules are for labeling. If someone has a better background on that, would appreciate your comments on how the above "guesses" might apply or be ruled out.