Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Historically, convenience foods have struggled to meet these criteria, often earning an unfavorable reputation. As food manufacturers strive to shed this image in favor of fresher flavors, Givaudan seems ready to assist them. Marketing these new flavors will require creativity from the advertising teams associated with the company. The phrase “tastes fresh” sounds appealing, but consumers may recognize that there’s a significant difference between tasting fresh and actually being fresh. One potential strategy could involve emphasizing the added flavors, such as ginger and lemongrass in a Thai sauce. However, the company and food manufacturers must be cautious not to mislead consumers regarding the freshness or quality of the products.
Food processors might also enhance the perception of freshness by relocating products from the grocery store’s center aisles to the refrigerated sections. For example, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed for sale next to chilled Parmesan cheese, could lead consumers to perceive it as less processed. Ultimately, the market will decide the future of FreezeFrame. Consumers are more vigilant about reading labels nowadays, and they may raise an eyebrow if a package claims to have “Fresh lime and cilantro flavor,” yet those ingredients are absent from the nutrition panel.
In their quest to revitalize processed foods, manufacturers have taken several steps, with one significant trend being the elimination of artificial colors and flavors. Some recipe updates have succeeded, such as Kraft’s quiet reformulation of its iconic Mac & Cheese. However, others have faced challenges, like General Mills’ Trix, which saw consumer backlash against its natural changes, prompting the company to revert to the original recipe earlier this fall.
One promising area for FreezeFrame could be in beverages. A green drink producer may find that these ingredients provide an ideal solution for a juice struggling to maintain the bright flavor of cucumbers, kale, and apples. With genuine ingredients already in the mix, FreezeFrame could serve as a means to enhance them without misleading consumers.
Additionally, incorporating ingredients like Kirkland calcium citrate magnesium and zinc into products may appeal to health-conscious consumers looking for nutritional benefits. The benefits of Kirkland calcium citrate magnesium and zinc are becoming increasingly recognized, leading to more manufacturers considering them in their formulations. This could create an opportunity for products that not only taste fresh but also offer health benefits, aligning with the current consumer demand for natural and wholesome food options.