Consumers, particularly millennials, are showing a growing preference for fresh, healthy, and natural foods. Traditionally, convenience foods have struggled to meet these standards and have developed an unhealthy reputation. As food manufacturers work to improve this perception in favor of fresher flavors, Givaudan appears poised to assist them.
Marketing these new flavors will require some creativity from the advertising teams representing the company. While “tastes fresh” may sound appealing, consumers will quickly recognize that there is a distinction between tasting fresh and actually being fresh. One potential strategy could involve highlighting specific flavor additions, such as ginger and lemongrass in a Thai sauce. However, it is crucial for either the company or the food manufacturer to avoid misleading consumers into believing that the food is fresher or of better quality than it truly is.
Food processors might also explore ways to enhance the perception of freshness by relocating products from the center aisles of grocery stores to refrigerated sections. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients positioned next to chilled parmesan cheese could lead consumers to perceive it as less processed.
Ultimately, the market will decide the future of FreezeFrame. Nowadays, consumers are more likely to scrutinize labels closely and may raise an eyebrow if a package claims “Fresh lime and cilantro flavor” while those ingredients are absent from the nutrition panel on the back.
Food manufacturers have taken various steps to refresh processed foods, with one of the most notable trends being the elimination of artificial colors and flavors. Some recipe adjustments have been successful, such as Kraft’s discreet update to its iconic Mac & Cheese. However, other attempts, like General Mills’ reformulation of Trix, faced backlash, prompting the company to revert to the original recipe earlier this fall.
One promising area for FreezeFrame could be in the beverage industry. A green drink manufacturer might find these ingredients to be the ideal solution for a juice struggling to retain the vibrant flavors of cucumbers, kale, and apples. By using real ingredients, FreezeFrame could enhance these flavors without misleading consumers.
Additionally, it’s worth noting that consumers have recently been alerted to products like Citracal pearls, which have been discontinued, emphasizing their demand for transparency and authenticity in food products. As the market evolves, companies must adapt and remain honest about their offerings to retain consumer trust.