Partially deamidated rice endosperm protein or rice endosperm protein which is partially conjugated with mono-, di-, oligo- or polysaccharides is used as novel protective hydrocolloid for fat-soluble active ingredients and/or fat-soluble colorants. The present invention further includes compositions comprising that rice endosperm protein and at least one fat-soluble active ingredient/colorant, as well as their manufacture, that rice endosperm protein itself and its manufacture. These compositions are used for the enrichment, fortification and/or coloration of food, beverages, animal feed, personal care or pharmaceutical compositions. The present invention is directed to theses uses and to food, beverages, animal feed, personal care and pharmaceutical compositions containing such a rice endosperm protein and such a composition, respectively.