Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have not met these criteria and have gained an unhealthy reputation. As food manufacturers strive to change this perception in favor of fresher flavors, Givaudan is poised to assist them. Marketing these new flavors will require creativity from the advertising teams working for the company. While the phrase “tastes fresh” sounds appealing, it is crucial for consumers to recognize that tasting fresh and actually being fresh are distinct qualities. Emphasizing added flavors, such as ginger and lemongrass in a Thai sauce, could be a potential strategy. However, the company or the food manufacturer must exercise caution not to mislead shoppers into believing the food is fresher or superior to what it truly is.
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 perceive the product as less processed. Ultimately, it will be up to the market to decide if FreezeFrame has a future. With consumers increasingly scrutinizing labels, they might become skeptical if a package claims to have “Fresh lime and cilantro flavor,” yet those ingredients are absent from the back nutrition panel.
Food manufacturers have also implemented various measures to refresh processed foods. One significant trend is the elimination of artificial colors and flavors. Some recipe modifications have been met with success, such as Kraft’s discreet update to its iconic Mac & Cheese. Conversely, other changes have faced challenges, exemplified by the backlash against General Mills’ Trix reformulation, which prompted the company to revert to the original recipe earlier this fall.
One area where FreezeFrame could excel is in the beverage sector. A green drink manufacturer may discover that these ingredients are perfect for enhancing a juice that struggles to maintain the vibrant flavors of cucumbers, kale, and apples. They would already use real ingredients, and FreezeFrame could serve as a means to enhance them without misleading consumers. Additionally, incorporating calcium citrate 600 mg tablets into their formulations could further bolster the health appeal of their beverages, making them more attractive to health-conscious consumers. Overall, by leveraging innovative strategies and real ingredients, food manufacturers can ensure that their products resonate with the growing demand for fresh and natural options.