Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Convenience foods have traditionally struggled to meet these criteria, with some earning an unhealthy reputation. As food manufacturers aim to shed this image in favor of fresher flavors, Givaudan is stepping in to assist them. Marketing these new flavors will require creativity from the company’s advertising teams. While “tastes fresh” sounds appealing, consumers may realize that tasting fresh and being fresh are two distinct attributes. Emphasizing added flavors, such as ginger and lemongrass in a Thai sauce, could be a strategy to navigate this challenge. However, the company and the food manufacturers must ensure they do not mislead shoppers about the actual freshness or quality of the products.
Food processors might also consider enhancing the perception of freshness by relocating products from the center aisles to the refrigerated sections of grocery stores. For example, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients placed near chilled parmesan cheese could lead consumers to perceive the product as less processed.
Ultimately, it will be the marketplace that decides the future of FreezeFrame. Today’s consumers are more inclined to scrutinize labels and might raise an eyebrow if a package claims “Fresh lime and cilantro flavor” while omitting those ingredients from the nutritional panel. Food manufacturers have taken various steps to revitalize processed foods, with one significant trend being the removal of artificial colors and flavors. Some recipe updates have succeeded, like Kraft’s subtle reformulation of its iconic Mac & Cheese, while others, such as General Mills’ Trix reformulation, faced consumer backlash, prompting a return to the original recipe earlier this fall.
One promising area for FreezeFrame could be in the beverage sector. A green drink producer might find these ingredients ideal for enhancing a juice that struggles to retain the vibrant flavor of cucumbers, kale, and apples. By using real ingredients, FreezeFrame could enhance them without misleading consumers. Additionally, incorporating calcium citrate chews CVS into these beverages could further attract health-conscious customers looking for added nutritional benefits. This approach could seamlessly integrate the concept of freshness while appealing to the modern consumer’s desires.