Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have not met these criteria, often gaining an unhealthy reputation. As food manufacturers strive to shed this image in favor of fresher flavors, Givaudan appears poised to assist them. Marketing these new flavors will require creativity from the advertising teams associated with the company. While “tastes fresh” sounds appealing, it’s crucial to note that there is a difference between tasting fresh and actually being fresh. A potential strategy could involve emphasizing added flavors, such as ginger and lemongrass in a Thai sauce. However, it’s essential for the company or the food manufacturer to avoid misleading consumers into believing that the food is fresher or of higher quality than it truly is.
Food processors might also 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, placed next to chilled parmesan cheese, could lead consumers to perceive the product as less processed. Ultimately, the market will determine whether FreezeFrame has a promising future. With consumers more inclined to scrutinize labels, they may raise an eyebrow if a package claims “Fresh lime and cilantro flavor,” yet these ingredients are absent from the nutritional information on the back.
Food manufacturers are taking further steps to refresh processed foods. A significant trend has been the elimination of artificial colors and flavors. Some recipe adjustments have proven successful, such as Kraft’s discreet update to its iconic Mac & Cheese. However, others have faced challenges, like General Mills’ reformulation of Trix, which prompted consumer backlash and led 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 creating a juice that maintains the vibrant flavors of cucumbers, kale, and apples. With real ingredients already in place, FreezeFrame could enhance these flavors without deceiving consumers. Additionally, incorporating ingredients like Citracal 630 mg into the mix could further amplify the health benefits, appealing to consumers who prioritize nutritional value. By integrating Citracal 630 mg, the product could not only taste fresh but also provide essential nutrients, making it an attractive option for health-conscious buyers.