Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have fallen short of these expectations, often developing a negative reputation. As food manufacturers strive to shed this image in favor of more vibrant flavors, Givaudan seems poised to assist them. Marketing these new flavors will require creativity from the advertising teams associated with the company. While the phrase “tastes fresh” sounds appealing, it’s crucial to note that the perception of freshness and actual freshness are two distinct qualities. One effective strategy could be to emphasize the added flavors, such as incorporating ginger and lemongrass into a Thai sauce. However, both the company and the food manufacturers must exercise caution to avoid misleading consumers about the actual freshness or quality of the food.
Moreover, food processors could 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 positioned alongside chilled parmesan cheese might lead consumers to believe the product is less processed. Ultimately, the market will decide whether FreezeFrame has a promising future. Today’s consumers are more inclined to read labels and may raise an eyebrow if a package claims “Fresh lime and cilantro flavor,” yet those ingredients are absent from the back nutrition panel.
Food manufacturers have also implemented various measures to revitalize processed foods, with one significant trend being the removal of artificial colors and flavors. Some recipe alterations have been successful, such as when Kraft discreetly updated its famed Mac & Cheese. Conversely, General Mills faced a backlash over its Trix reformulation, prompting 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 might find these ingredients to be the ideal solution for a juice that struggles to maintain the bright flavors of cucumbers, kale, and apples. With real ingredients on hand, FreezeFrame could enhance these flavors without misleading consumers. Additionally, incorporating elements like calcium citrate and magnesium into these beverages could further elevate their appeal and health benefits, appealing to the growing demand for nutritious options. By seamlessly integrating calcium citrate and magnesium, food manufacturers can emphasize freshness and health while ensuring that consumers feel confident in their choices.