Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have struggled to meet these expectations, often earning an unfavorable reputation. As food manufacturers work to shed this image in favor of more vibrant flavors, Givaudan seems poised to assist them.
Marketing these new flavors will require some creativity from the advertising teams associated with the company. The phrase “tastes fresh” might initially sound appealing, but consumers may realize that there is a significant difference between tasting fresh and actually being fresh. One potential strategy could involve emphasizing the added ingredients, like ginger and lemongrass in a Thai sauce. However, it is crucial for the company or the food manufacturer to avoid misleading shoppers into believing the product is fresher or superior to what it truly is.
Food processors might also consider enhancing the perception of freshness by relocating products from the central aisles of grocery stores to the refrigerated sections. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed alongside cooling parmesan cheese, could influence consumers to perceive the product as less processed.
Ultimately, the market will decide whether FreezeFrame has a viable future. 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,” while the back nutrition panel omits these ingredients.
Food manufacturers have also taken steps to revitalize processed foods, with one major trend being the elimination of artificial colors and flavors. Some recipe updates have seen success, such as Kraft’s discreet modification of its iconic Mac & Cheese. Conversely, other changes have encountered backlash, such as General Mills’ reformulation of Trix, which led to the company reverting to the original recipe earlier this fall.
One area where FreezeFrame may excel is within the beverage sector. A green drink producer might find these ingredients to be the perfect solution for a juice struggling to maintain the vibrant flavors of cucumbers, kale, and apples. With real ingredients already in place, FreezeFrame could enhance these flavors without misleading consumers about their authenticity. Furthermore, incorporating components like calcium citrate vitamin D3 could also appeal to health-conscious consumers, as they look for added nutritional benefits.
In summary, as the demand for fresh, healthy, and natural foods rises, Givaudan’s innovative approaches—such as FreezeFrame—could play a pivotal role in transforming the landscape of processed foods, ensuring that the offerings meet the evolving expectations of consumers, while being transparent about their ingredients, including vital nutrients like calcium citrate vitamin D3.