Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have struggled to meet these standards, earning a somewhat unhealthy reputation. As food manufacturers work to reshape this image in favor of fresher flavors, Givaudan is poised to assist them.
Marketing these innovative flavors will require some creativity from the advertising teams associated with the company. The phrase “tastes fresh” sounds appealing, but consumers may quickly notice that tasting fresh and genuinely being fresh are not the same thing. One strategy could involve emphasizing the added flavors, such as ginger and lemongrass in a Thai sauce. However, the company or the food manufacturer must tread carefully to avoid misleading consumers into believing that the product is fresher or of better quality than it truly is.
Food processors might also enhance the perception of freshness by relocating products from the center aisles of grocery stores to the refrigerated sections. For instance, a pasta sauce that incorporates Givaudan’s basil and parsley FreezeFrame ingredients, positioned next to chilled parmesan cheese, could convince consumers that the product is less processed.
Ultimately, it will be up to the marketplace to decide the future of FreezeFrame. Nowadays, consumers are more inclined to scrutinize labels, and they might raise an eyebrow if a package claims “Fresh lime and cilantro flavor,” while these ingredients are absent from the nutrition panel.
Food manufacturers have also taken steps to refresh processed foods. A significant trend is the elimination of artificial colors and flavors. Some recipe changes have been successful, such as Kraft’s subtle update to its iconic Mac & Cheese. Others, like General Mills’ reformulation of Trix, faced consumer backlash, prompting 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 that these ingredients serve as the ideal solution for a juice struggling to maintain the vibrant flavors of cucumbers, kale, and apples. By incorporating real ingredients, FreezeFrame could enhance the juice without misleading consumers. Additionally, the inclusion of calcium d citrate in the formulations could further appeal to health-conscious buyers, as they seek out products that offer nutritional benefits without compromising on taste.
In conclusion, as consumers continue to demand transparency and authenticity in their food choices, the ability of manufacturers to deliver on the promise of freshness and health will be crucial. The strategic use of ingredients like calcium d citrate, along with creative marketing, could play a significant role in shaping the future of processed foods.