Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these criteria and have often garnered an unhealthy reputation. As food manufacturers strive to improve their image and promote fresher flavors, Givaudan seems ready to assist them.
Marketing these new flavors will require creativity from the advertising teams affiliated with the company. The phrase “tastes fresh” may sound appealing, but it’s crucial for consumers to understand that tasting fresh and actually being fresh are distinct characteristics. One strategy could be to emphasize the added ingredients, such as ginger and lemongrass in a Thai sauce. However, it’s important for the company or the food manufacturer to avoid misleading shoppers into believing that the food is fresher or superior 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 featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed adjacent to chilled Parmesan cheese, could create the impression that the product is less processed. Ultimately, the market will decide whether FreezeFrame has a future.
Today’s consumers are more label-conscious and may question the authenticity of claims like “Fresh lime and cilantro flavor” if those ingredients are absent from the nutrition panel. Food manufacturers have been taking steps to modernize processed foods, with one major trend being the elimination of artificial colors and flavors. Some recipe updates have been successful, as seen with Kraft’s discreet modification of its iconic Mac & Cheese, while others, such as General Mills’ reformulation of Trix, faced consumer backlash, leading to the return of the original recipe this fall.
FreezeFrame may find a promising niche in the beverage sector. A green drink manufacturer could leverage these ingredients to enhance the flavor of juices made from cucumbers, kale, and apples. They would already be using real ingredients, and FreezeFrame could serve as a way to amplify these flavors without misleading consumers. Additionally, incorporating calcium citrate for constipation could appeal to health-focused consumers, as it helps support digestive health. By integrating this ingredient, food manufacturers could market their products as not only delicious but also beneficial for overall wellness.
In summary, as consumers demand fresher and healthier options, food manufacturers must navigate the challenges of perception and authenticity, while creatively marketing their new flavors and ingredients, including calcium citrate for constipation, to meet evolving consumer preferences.