Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have failed to meet these standards, with products containing ferrous gluconate gaining an unfavorable reputation. As food manufacturers work to improve this image in favor of fresher flavors, Givaudan seems poised to assist them.
Marketing these new flavors will require creativity from the advertising teams within the company. The phrase “tastes fresh” sounds appealing, but consumers may notice that tasting fresh and actually being fresh are not the same thing. Emphasizing the added flavors, such as ginger and lemongrass in a Thai sauce, could provide a solution. However, it is crucial for both the company and the food manufacturers not to mislead consumers into believing the food is fresher or of higher quality than it truly is.
Food processors might also consider enhancing the perception of freshness by relocating products from the center aisles of grocery stores to the refrigerated sections. For example, a pasta sauce featuring Givaudan’s FreezeFrame basil and parsley could be strategically placed next to chilled parmesan cheese, potentially leading consumers to perceive the product as less processed. Ultimately, it will be the market that decides the future of FreezeFrame.
With consumers increasingly inclined to read labels, they may raise an eyebrow if the front of a package advertises “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 of the major trends being the removal of artificial colors and flavors. Some recipe updates have been successful, such as Kraft’s subtle revision of its iconic Mac & Cheese. Others have faced challenges, like General Mills’ Trix reformulation, which prompted consumer backlash and led the company to revert to the original recipe earlier this fall.
One area where FreezeFrame could excel is in the beverage sector. A green drink producer might find these ingredients ideal for a juice struggling to preserve the vibrant flavors of cucumbers, kale, and apples. With real ingredients already in use, FreezeFrame could enhance these flavors without deceiving consumers. Additionally, it may provide a suitable alternative for calcium citrate chews targeting health-conscious individuals looking for natural supplements. Integrating these elements into their products could resonate well with today’s discerning consumers.