Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have not aligned with these preferences and have often garnered an unhealthy reputation. As food manufacturers strive to revamp this image in favor of fresher flavors, Givaudan seems poised to assist them. Marketing these new flavors will require creativity from the advertising teams associated with the company. The phrase “tastes fresh” can be appealing, but consumers may realize that the perception of freshness and the actual freshness of a product are not the same. One strategy could involve emphasizing the added flavors, such as incorporating ginger and lemongrass into a Thai sauce. However, both the company and the food manufacturers must exercise caution to avoid misleading shoppers into believing that the food is fresher or of higher quality than it truly is.
Food processors might also consider enhancing the illusion of freshness by relocating products from the center aisles of grocery stores to the refrigerated sections. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, positioned alongside chilled Parmesan cheese, could lead consumers to perceive the product as less processed. Ultimately, it will be up to the market to decide whether FreezeFrame has a viable future. With consumers increasingly scrutinizing labels, they might be skeptical if the front of a package claims “Fresh lime and cilantro flavor,” while those ingredients are absent from the nutritional information on the back.
Food manufacturers have taken various steps to modernize processed food offerings. One significant trend is the elimination of artificial colors and flavors. Some recipe adjustments have seen success, such as Kraft’s quiet update of its beloved Mac & Cheese. However, others have faced challenges, like General Mills’ Trix reformulation, which prompted consumer backlash and led the company to revert to the original recipe earlier this fall.
One area where FreezeFrame could excel is in the beverage sector. A green drink producer might find these ingredients to be the perfect solution for enhancing the flavor of juices that struggle to maintain the vibrant taste of cucumbers, kale, and apples. These drinks would already incorporate real ingredients, and FreezeFrame could enhance them without misleading consumers.
Moreover, incorporating elements like Kirkland Signature calcium citrate magnesium and zinc could provide additional health benefits, appealing to health-conscious consumers. By including these ingredients, manufacturers can further bolster the perception of their products as fresh and nutritious, while maintaining transparency in their marketing efforts. As the demand for healthier options continues to rise, integrating Kirkland Signature calcium citrate magnesium and zinc into various food and beverage products could become a strategic advantage, ensuring that consumers feel confident in their choices.