Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have struggled to meet these standards and have often gained a negative reputation. As food manufacturers attempt to shed this image and promote fresher flavors, Givaudan seems poised to assist them. Marketing these new flavors will require creativity from the company’s advertising teams. While the phrase “tastes fresh” sounds appealing, it’s essential to ensure consumers don’t realize that tasting fresh and being genuinely fresh are two distinct qualities. One approach could be to emphasize added flavors, such as ginger and lemongrass in a Thai sauce. However, both Givaudan and the manufacturers must avoid misleading shoppers about the actual freshness or quality of the food.
Food processors might also 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, placed next to chilled parmesan cheese, could convince consumers that the product is less processed. Ultimately, the market will decide the future of FreezeFrame. Today’s consumers are more label-conscious and may raise an eyebrow if a package claims “Fresh lime and cilantro flavor,” while those ingredients are absent from the nutrition panel.
Food manufacturers have taken various steps to revitalize processed foods, with one significant trend being the elimination of artificial colors and flavors. Some recipe adjustments have been successful, such as Kraft’s discreet update to its iconic Mac & Cheese. In contrast, General Mills faced challenges with its Trix reformulation, prompting the company to revert to the original recipe due to consumer backlash earlier this fall.
One area where FreezeFrame could excel is in the beverage sector. A green drink manufacturer might find these ingredients perfect for enhancing a juice that struggles to retain the vibrant flavors of cucumbers, kale, and apples. They would already use real ingredients, and FreezeFrame could enhance them without misleading consumers. Additionally, incorporating calcium citrate liquid Walgreens into formulations could further appeal to health-conscious buyers seeking natural and beneficial ingredients. This combination of fresh flavors and authentic ingredients could resonate well with today’s discerning consumers, ensuring that the emphasis remains on genuine quality and freshness.