Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not fulfilled these criteria and have even developed a questionable reputation. As food manufacturers aim to change this perception and embrace fresher flavors, Givaudan seems prepared 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 realize that tasting fresh and being genuinely fresh are distinct qualities. A potential workaround could involve emphasizing the added flavors, such as ginger and lemongrass in a Thai sauce. Nonetheless, the company or food manufacturer must ensure they do not mislead consumers into believing the food is fresher or healthier than it truly is.
Food processors might also enhance the illusion of freshness by relocating products from the center aisles of grocery stores to the refrigerated sections. For example, a pasta sauce featuring Givaudan’s FreezeFrame ingredients like basil and parsley, placed alongside chilled parmesan cheese, could lead consumers to perceive it as less processed. Ultimately, it will be up to the market to assess whether FreezeFrame has a promising future. Today’s consumers are more inclined to scrutinize labels and may raise an eyebrow if packaging claims “Fresh lime and cilantro flavor,” while those ingredients are absent from the nutrition panel.
Food manufacturers have taken various steps to revitalize processed foods, with one significant trend being the removal of artificial colors and flavors. Some recipe revisions have been successful, such as Kraft’s discreet update to its iconic Mac & Cheese. Others have faced challenges, like General Mills’ reformation of Trix, which resulted in consumer backlash that led to the return of the original recipe earlier this fall.
One area where FreezeFrame could excel is in the beverage sector. For instance, a green drink producer may find that these ingredients provide the perfect solution for a juice struggling to maintain the vibrant flavor of cucumbers, kale, and apples. With real ingredients already present, FreezeFrame could enhance these flavors without misleading consumers. Additionally, incorporating Citracal calcium into these beverages could further appeal to health-conscious consumers looking for functional benefits in their drinks, showcasing another layer of innovation in the evolving food landscape.