Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Historically, convenience foods have struggled to meet these standards and have often been associated with unhealthy choices. As food manufacturers aim to shift this perception towards fresher flavors, Givaudan seems poised to assist them.
Marketing these new flavors will require creativity from the company’s advertising teams. While the phrase “tastes fresh” may sound appealing, it’s essential to note that the perception of freshness and actual freshness are not the same. An effective strategy could involve emphasizing added flavors, such as ginger and lemongrass in a Thai sauce, to create a better impression. However, it is crucial for the company and food manufacturers to avoid misleading consumers about the true freshness or quality of their products.
Food processors might also consider enhancing the perception of freshness by relocating products from the grocery store’s center aisles to the refrigerated sections. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed next to chilled parmesan cheese, could suggest that the product is less processed.
Ultimately, the market will decide the future of FreezeFrame. Today’s consumers are more label-conscious and may become suspicious if a product’s packaging claims “Fresh lime and cilantro flavor,” but those ingredients are absent from the nutritional information on the back.
Food manufacturers have taken various steps to refresh their processed offerings. One prominent trend is the elimination of artificial colors and flavors. Some recipe modifications have been successful, such as Kraft’s discreet update to its iconic Mac & Cheese. Others, like General Mills’ Trix reformulation, encountered consumer backlash, prompting the company to revert to the original recipe earlier this fall.
One promising area for FreezeFrame could be in the beverage sector. A green drink producer might find these ingredients ideal for enhancing a juice that struggles to retain the vibrant flavors of cucumbers, kale, and apples. With real ingredients already in the mix, FreezeFrame could enhance them without misleading consumers.
Additionally, as more manufacturers explore the nutritional benefits of ingredients like calcium citrate, understanding the nursing implications of these elements becomes vital. The inclusion of calcium citrate can provide added health benefits, particularly for products targeting health-conscious consumers. As food companies continue to adapt and innovate, ensuring transparency around ingredients and their implications will be essential for building consumer trust.