Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have struggled to meet these criteria and have often been associated with unhealthy choices. As food manufacturers aim to improve their image by offering fresher flavors, Givaudan is poised to assist them.
Marketing these new flavors will require creativity from the advertising teams representing the company. While the phrase “tastes fresh” sounds appealing, consumers may realize that tasting fresh and actually being fresh are two distinct qualities. One approach could be to emphasize added flavors, such as ginger and lemongrass in a Thai sauce. However, companies must be cautious not to mislead consumers into believing that their products are fresher or superior than they truly are.
Food processors might also enhance the perception of freshness by relocating products from the center aisles of grocery stores to the refrigerated sections. For example, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, positioned next to chilled parmesan cheese, could create the impression that the product is less processed.
Ultimately, the market will decide whether FreezeFrame has a promising future. Today’s consumers are more inclined to scrutinize labels and may become skeptical if a package claims “Fresh lime and cilantro flavor” while the actual ingredients are absent from the back nutrition panel. In an effort to revitalize processed foods, manufacturers have taken significant steps, such as eliminating artificial colors and flavors. Some changes have been successful, like Kraft’s discreet update to its iconic Mac & Cheese, while others, like General Mills’ reformulation of Trix, faced consumer backlash that led to a return to the original recipe earlier this fall.
One promising area for FreezeFrame could be the beverage sector. A green drink manufacturer might find these ingredients ideal for a juice that struggles to retain the vibrant flavors of cucumbers, kale, and apples. Since they already incorporate real ingredients, FreezeFrame could enhance these flavors without misleading consumers about their freshness. Notably, products incorporating calcium citrate equivalent to elemental calcium could also appeal to health-conscious buyers, who recognize the importance of calcium in their diets.
In conclusion, by focusing on genuine flavors and maintaining transparency, food manufacturers can navigate the evolving landscape while potentially utilizing FreezeFrame to improve their offerings, especially in beverages.