Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not aligned with these preferences, often developing an unhealthy reputation. As food manufacturers strive to improve this perception by offering fresher flavors, Givaudan is poised to assist them.
Marketing these innovative flavors will require creativity from the advertising teams working with the company. While the phrase “tastes fresh” may sound appealing, it’s crucial that consumers do not confuse the sensation of freshness with actual freshness. One effective strategy could involve emphasizing the distinctive flavors added to products, such as incorporating ginger and lemongrass into a Thai sauce. Nevertheless, it’s vital for both the company and food manufacturers to avoid misleading consumers regarding the true freshness or quality of their products.
Food processors might also enhance the perception of freshness by relocating items from the center aisles of grocery stores to the refrigerated sections. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients placed next to chilled parmesan cheese could create an impression of being less processed.
Ultimately, it will be the marketplace that decides the future of FreezeFrame. Today’s consumers are more inclined to scrutinize labels, and they may question a package that claims “Fresh lime and cilantro flavor” while omitting those ingredients from the nutritional panel.
Food manufacturers have actively sought ways to revitalize processed foods. A significant trend is the elimination of artificial colors and flavors. Some recipe updates have succeeded, such as Kraft’s subtle reformulation of its iconic Mac & Cheese, while others, like General Mills’ Trix reformulation, faced consumer backlash, prompting the company to revert to the original recipe recently.
One sector where FreezeFrame might flourish is the beverage industry. Juice makers could find these ingredients to be an ideal solution for enhancing the vibrant flavors of cucumbers, kale, and apples, which can sometimes be challenging to maintain. With real ingredients already present, FreezeFrame could serve as an enhancement without misleading consumers.
Furthermore, incorporating calcium citrate, vitamin D3, and minerals into these beverages could appeal to health-conscious consumers, especially if the products are marketed as a way to boost nutritional value alongside fresh flavors. Highlighting these benefits could further strengthen the appeal of FreezeFrame in the competitive marketplace, emphasizing the commitment to quality and health that today’s consumers demand.