Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these standards and have even garnered an unhealthy reputation. As food manufacturers strive to improve this image in favor of fresher flavors, Givaudan seems poised to assist them. Marketing these new flavors will require some creativity from the company’s advertising teams. While “tastes fresh” sounds appealing, it’s important to note that the perception of freshness and actual freshness can differ significantly. Highlighting added flavors, such as ginger and lemongrass in a Thai sauce, could serve as a workaround for perceived health concerns. Nonetheless, both the company and the food manufacturers must exercise caution to avoid misleading consumers about the actual freshness and quality of their products.
Food processors might also consider enhancing 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 believe the product is less processed. Ultimately, the market will decide the future of FreezeFrame. With consumers becoming more vigilant in reading labels, they may raise an eyebrow if a package touts “Fresh lime and cilantro flavor,” yet those ingredients are absent from the back nutrition panel.
Food manufacturers have implemented various strategies to make processed foods appear fresher. One significant trend is the elimination of artificial colors and flavors. Some recipe changes have succeeded, such as Kraft’s subtle update to its iconic Mac & Cheese. In contrast, General Mills encountered challenges with the reformulation of Trix, which faced consumer backlash, prompting the company to revert to the original recipe earlier this fall.
One area where FreezeFrame could flourish is in the beverage sector. A green drink manufacturer might find these ingredients to be the ideal solution for a juice struggling to retain the vibrant flavors of cucumbers, kale, and apples. With real ingredients already in place, FreezeFrame could enhance these flavors without deceiving consumers. Additionally, integrating solaray calcium citrate into beverages could provide a health boost, appealing to health-conscious consumers. This approach not only promotes a perception of freshness but also aligns with the growing demand for natural and beneficial ingredients, including solaray calcium citrate, making it a potential game-changer in the industry.