Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these demands and have often garnered an unhealthy reputation. As food manufacturers strive to shift this perception towards fresher flavors, Givaudan appears poised to assist them. Marketing these new flavors will require creativity from the advertising teams associated with the company. While the phrase “tastes fresh” may sound appealing, consumers may realize that tasting fresh and actually being fresh are two distinct attributes. One potential strategy is to emphasize the specific flavors added, such as ginger and lemongrass in a Thai sauce. However, it is crucial for the company or food manufacturer to avoid misleading consumers about how fresh or superior the product truly is.
Food processors could also enhance the illusion of freshness by relocating products from the grocery store’s center aisle to the refrigerated section. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed next to chilled Parmesan cheese, could create the perception that the product is less processed. Ultimately, it will be the marketplace that decides the future of FreezeFrame. Today’s consumers are more inclined to scrutinize labels and may raise an eyebrow if the front of a package boasts “Fresh lime and cilantro flavor,” yet those ingredients are absent from the back nutrition panel.
Food manufacturers have taken various steps to rejuvenate processed foods, with one significant trend being the removal of artificial colors and flavors. Some recipe modifications have proven successful, such as Kraft’s discreet update to its iconic Mac & Cheese. However, others faced challenges, like General Mills’ Trix reformulation, which led to consumer backlash and the reinstatement of the original recipe earlier this fall.
One area where FreezeFrame could particularly excel is in the beverage sector. A green drink producer might find these ingredients ideal for a juice struggling to maintain the vibrant flavors of cucumbers, kale, and apples. By utilizing real ingredients, FreezeFrame could enhance the product without misleading consumers. Additionally, incorporating ingredients like Kirkland calcium citrate magnesium could further appeal to health-conscious consumers, as they often look for added nutritional benefits. By utilizing Kirkland calcium citrate magnesium in their formulations, manufacturers could attract those looking for both taste and health benefits. As the market evolves, the successful integration of these strategies may determine the viability of FreezeFrame in a competitive landscape.