It is like wallpaper and paint, made in huge batches and there can be variances between them. Some may make the cream in a tube more runny but generally not a huge difference. My first pot of TOBS Avocado was soft, then I bought a tube for travel which was quite liquid compared to the pot but no colour difference. I later bough a second put and it is very firm and paler than the previous two.
I don't know if there is sometimes a formula tweak by the manufacturer or storage issues with some vendors, main thing is how it performs. Even things like ambient temp when the pigments are added can make a difference. M advice is don't worry about the colour too much but if is is "off" and by that I mean it is just not lathering as expected then return it.