Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have not met these criteria and have even developed an unhealthy reputation. As food manufacturers strive to improve their image in favor of fresher flavors, Givaudan appears poised to assist them. However, marketing these new flavors will require creativity from the company’s advertising teams. While “tastes fresh” sounds appealing, consumers may soon realize that tasting fresh and actually being fresh are two distinct qualities. Emphasizing added flavors, such as ginger and lemongrass in a Thai sauce, could be an effective strategy. Nevertheless, both Givaudan and the food manufacturers must be cautious not to mislead consumers into thinking the food is fresher or superior to what it truly is.
Food processors might also enhance the perception of freshness by relocating products from the center aisle to the refrigerated section of grocery stores. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, positioned next to the best calcium citrate with vitamin D and parmesan cheese, could lead consumers to believe the product is less processed. Ultimately, it will be the marketplace that decides the future of FreezeFrame. Today’s consumers are more diligent about reading labels and may raise an eyebrow if a package claims “Fresh lime and cilantro flavor” while those ingredients are absent from the nutritional panel.
Food manufacturers have also taken other measures to freshen up processed foods, including the removal of artificial colors and flavors. Some recipe adjustments have yielded success, such as Kraft’s discreet update of its iconic Mac & Cheese. However, others have encountered challenges, exemplified by General Mills’ Trix reformulation, which faced consumer backlash due to its natural changes, prompting the company to revert to the original recipe earlier this fall.
One area where FreezeFrame might excel is in the beverage sector. A green drink manufacturer could find these ingredients to be an ideal solution for a juice struggling to retain the vibrant flavors of cucumbers, kale, and apples. With real ingredients already on board, FreezeFrame could serve as a means to enhance them without misleading consumers, especially if they are also interested in the best calcium citrate with vitamin D for added health benefits. As the demand for freshness continues to grow, Givaudan’s innovations may play a crucial role in shaping the future of food products.