Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these criteria and have earned a somewhat unhealthy reputation. As food manufacturers strive to change this perception in favor of fresher flavors, Givaudan seems poised to assist them. Marketing these new flavors will require creativity from the advertising teams associated with the company. The phrase “tastes fresh” may sound appealing, but consumers may recognize that the perception of freshness and the actual freshness of a product are two distinct qualities. One potential strategy could be to emphasize 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 the product 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 that incorporates Givaudan’s basil and parsley FreezeFrame ingredients, positioned alongside chilled parmesan cheese, could lead consumers to perceive the product as less processed.
Ultimately, the market will decide the future of FreezeFrame. With consumers more inclined to scrutinize labels these days, they may raise an eyebrow if a package claims “Fresh lime and cilantro flavor” but lacks those ingredients in the nutritional information. Food manufacturers are taking steps to improve the perception of processed foods, with one significant trend being the removal of artificial colors and flavors. Some recipe modifications have been successful, such as Kraft’s discreet revision of its iconic Mac & Cheese. Conversely, General Mills faced backlash over the reformulation of Trix, prompting the company to revert to the original recipe earlier this fall.
One promising area for FreezeFrame could be in the beverage sector. A green drink producer might find these ingredients to be the perfect solution for a juice struggling to maintain the vibrant flavors of cucumbers, kale, and apples. By using real ingredients, FreezeFrame could enhance these flavors without misleading consumers. Additionally, incorporating calcium carbonate citrate into these beverages could provide an extra nutritional boost, appealing to health-conscious consumers. Overall, the integration of calcium carbonate citrate could enhance the perception of freshness while meeting the growing demand for healthier options.