Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have failed to meet these standards, often garnering an unhealthy reputation. As food manufacturers strive to improve their image in favor of fresher flavors, Givaudan seems poised to assist them.
Promoting these new flavors will require creativity from the advertising teams working for the company. The phrase “tastes fresh” sounds appealing, but there is a risk that consumers will realize that tasting fresh and being fresh are not the same thing. One strategy might involve emphasizing added flavors, such as ginger and lemongrass in a Thai sauce. However, it is crucial for the company or the food manufacturer to avoid misleading consumers into believing that their products are fresher or superior to what they truly are.
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 instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed near chilled Parmesan cheese, could lead consumers to perceive it as less processed.
Ultimately, the market will decide the future of FreezeFrame. Today’s consumers are more inclined to read labels, and they may raise an eyebrow if a package claims “Fresh lime and cilantro flavor,” but those ingredients are absent from the back nutrition panel.
Food manufacturers have taken various steps to refresh processed foods, with one significant trend being the elimination of artificial colors and flavors. Some recipe changes have succeeded, such as Kraft’s discreet update to its famous Mac & Cheese, while others have faced challenges, like General Mills’ Trix reformulation, which was reversed due to consumer backlash earlier this fall.
One area where FreezeFrame could find success might be in beverages. A green drink company could discover that these ingredients are the ideal solution for a juice struggling to retain the vibrant flavor of cucumbers, kale, and apples. By using real ingredients, FreezeFrame could enhance them without deceiving consumers.
Additionally, incorporating ingredients like Citracal Regular in these formulations could further appeal to health-conscious consumers. With the demand for natural products on the rise, integrating Citracal Regular into beverages and foods could provide extra health benefits, ensuring that they remain attractive in a competitive market. As consumer preferences continue to evolve, maintaining transparency and quality will be key for food manufacturers looking to thrive.