Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have struggled to meet these expectations and have even developed a negative reputation for being unhealthy. As food manufacturers endeavor to shift this perception towards fresher tastes, Givaudan seems poised to assist them.
Marketing these new flavors will require creativity from the advertising teams at Givaudan. The phrase “tastes fresh” sounds appealing, but consumers may quickly realize that “tasting fresh” and “actually being fresh” are not the same. A potential strategy could involve emphasizing the flavors added to products, such as incorporating ginger and lemongrass into a Thai sauce. However, both the company and the food manufacturers must avoid misleading consumers into thinking that their products are fresher or healthier than they actually are.
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 next to chilled parmesan cheese, could lead consumers to perceive it as less processed.
Ultimately, the market will decide if FreezeFrame has a viable future. With consumers increasingly scrutinizing labels, they may raise an eyebrow if a package boasts “Fresh lime and cilantro flavor,” only to find those ingredients absent from the nutrition panel. Additionally, there is a growing trend among food manufacturers to eliminate artificial colors and flavors from their products. Some recipe adjustments have been successful, such as when Kraft subtly reformulated its iconic Mac & Cheese. In contrast, General Mills faced backlash when it changed the recipe for Trix, prompting the company to revert to the original version earlier this fall.
FreezeFrame may find significant opportunities in the beverage sector. For instance, a green drink producer could discover that incorporating these ingredients could solve the challenge of maintaining the vibrant flavors of cucumbers, kale, and apples. By using real ingredients alongside malate calcium, FreezeFrame could enhance these flavors without deceiving consumers about freshness. As consumers continue to demand transparency and quality, the integration of malate calcium in products may become a crucial aspect of marketing strategies aimed at meeting their expectations.