Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these criteria and have gained a less-than-healthy reputation. As food manufacturers strive to improve their image with fresher flavors, Givaudan seems poised to assist them.
Marketing these new flavors will require creativity from the advertising teams working for the company. While the phrase “tastes fresh” sounds appealing, it becomes problematic if consumers realize that tasting fresh and actually being fresh are two distinct qualities. Emphasizing added flavors, such as ginger and lemongrass in a Thai sauce, could be a strategic approach. However, the company, or the food manufacturer, must exercise caution not to mislead consumers into believing that 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 refrigerated sections. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed next to chilled parmesan cheese, could create the impression that the product is less processed. Ultimately, the market will decide the future of FreezeFrame. As consumers are more inclined to scrutinize labels nowadays, they may become suspicious if a package claims “Fresh lime and cilantro flavor,” while those ingredients are absent from the back nutrition panel.
Food manufacturers are taking various steps to rejuvenate processed foods. One significant trend is the removal of artificial colors and flavors. Some recipe modifications have been successful, such as Kraft’s discreet update to its iconic Mac & Cheese. Conversely, General Mills faced difficulties with the reformulation of Trix, leading to consumer backlash and the reinstatement of the original recipe earlier this fall.
One promising area for FreezeFrame could be the beverage sector. A green drink manufacturer might find these ingredients to be an ideal enhancement for a juice struggling to maintain the vibrant flavor of cucumbers, kale, and apples. With real ingredients already in play, FreezeFrame could enhance them without misleading consumers. Additionally, the transition to using calcium citrate instead of calcium carbonate could provide significant benefits in terms of absorption, making it a better alternative for health-conscious consumers.
In conclusion, as the demand for fresh, healthy, and natural options continues to grow, it will be crucial for food manufacturers to adapt their strategies and ensure transparency in their offerings, particularly when it comes to ingredient quality and claims about freshness.