Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have not met these standards and have often gained an unhealthy reputation. As food manufacturers strive to change this perception in favor of fresher flavors, Givaudan’s innovative solutions appear ready to assist them. Marketing these new flavors will require creativity from the advertising teams associated with the company. While “tastes fresh” sounds appealing, there’s a risk that consumers may realize that tasting fresh and being fresh are distinct qualities. One potential strategy could be to emphasize the inclusion of vibrant flavors, such as ginger and lemongrass in a Thai sauce. However, both the company and the food manufacturer need to be careful not to mislead consumers into believing the food is fresher or healthier than it truly is.
Another tactic for food processors might be to enhance 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 basil and parsley FreezeFrame ingredients, positioned next to chilled parmesan cheese, could lead consumers to perceive it as less processed. Ultimately, it will be up to the market to determine the future of FreezeFrame. Today’s consumers are more inclined to scrutinize labels and may raise an eyebrow if a package claims “Fresh lime and cilantro flavor,” yet those ingredients are absent from the nutritional information on the back.
Food manufacturers have also taken steps to refresh processed foods, with one significant trend being the elimination of artificial colors and flavors. Some recipe updates have succeeded, such as Kraft’s discreet revision of its iconic Mac & Cheese, while others, like General Mills’ reformulation of Trix, faced consumer backlash, prompting the return of the original recipe earlier this fall.
One area where FreezeFrame could excel is in the beverage sector. A green drink manufacturer might find these ingredients ideal for enhancing a juice that struggles to preserve the bright flavors of cucumbers, kale, and apples. With real ingredients already in place, FreezeFrame could serve as a means of enhancement without deceiving consumers. Additionally, incorporating elements like bluebonnet liquid calcium magnesium citrate could further appeal to health-conscious buyers, reinforcing the product’s image as fresh and beneficial. As the market evolves, the presence of such ingredients might become a key factor in attracting consumers who are increasingly discerning about the products they choose.