Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have not aligned with these preferences and have gained an unhealthy reputation. As food manufacturers strive to improve their image and focus on fresher flavors, Givaudan’s FreezeFrame appears poised to assist them. Marketing these new flavors will require innovative thinking from the advertising teams involved. While “tastes fresh” sounds appealing, it’s crucial that consumers do not confuse the notion of tasting fresh with the actual quality of freshness—attributes that can differ significantly.
To navigate this, food manufacturers could emphasize the inclusion of flavors enhanced by added ingredients, such as ginger and lemongrass in a Thai sauce. However, both the company and food manufacturers must ensure they do not mislead consumers into believing the product is fresher or superior than it genuinely is. Additionally, food processors might enhance the perception of freshness by relocating products from the grocery store’s center aisle to the refrigerated section. For instance, a pasta sauce featuring Givaudan’s FreezeFrame basil and parsley, displayed next to chilled Parmesan cheese, could lead consumers to perceive it as less processed and more natural.
Ultimately, the market will decide the future of FreezeFrame. Today’s consumers are more likely to scrutinize labels, which could raise questions if a package claims “Fresh lime and cilantro flavor” while omitting those ingredients from the nutritional panel. Food manufacturers have taken various measures to refresh processed foods, with one of the most notable trends being the elimination of artificial colors and flavors. Some recipe modifications have been successful, such as Kraft’s discreet update to its Mac & Cheese, while others have faced challenges, exemplified by General Mills’ Trix reformulation, which was reverted due to consumer backlash against the changes.
One promising area for FreezeFrame could be in beverages. A green drink manufacturer might find these ingredients ideal for a juice blend that struggles to maintain the vibrant flavors of cucumbers, kale, and apples. Incorporating real ingredients alongside FreezeFrame could enhance the product without misleading consumers. Moreover, the inclusion of calcium citrate and magnesium glycinate in these beverages could further appeal to health-conscious consumers seeking not just flavor but also nutritional benefits. By integrating these elements, manufacturers can create a compelling product that resonates with the trend of fresh and natural offerings.