Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have struggled to meet these standards, often gaining a negative reputation for being unhealthy. As food manufacturers work to change this perception in favor of fresher flavors, Givaudan appears poised to assist them. Marketing these new flavors will require creativity from the advertising teams associated with the company. While “tastes fresh” may sound appealing, consumers may quickly realize that tasting fresh and being genuinely fresh are two distinct attributes. Emphasizing the inclusion of flavors like ginger and lemongrass in a Thai sauce, for example, could provide a solution. However, both the company and the food manufacturers must exercise caution to avoid misleading shoppers into believing the food is fresher or of higher quality than it truly is.
Food processors might also enhance the perception of freshness by relocating products from the center aisles of grocery stores to the refrigerated sections. For instance, a pasta sauce that features Givaudan’s basil and parsley FreezeFrame ingredients, displayed alongside chilled parmesan cheese, could convince consumers that the product is less processed. Ultimately, the market will determine the future of FreezeFrame. Today’s consumers are more inclined to scrutinize labels and may raise an eyebrow if a package claims “Fresh lime and cilantro flavor,” yet those ingredients are absent from the nutrition panel.
In an effort to rejuvenate processed foods, manufacturers have taken various steps. A significant trend involves the removal of artificial colors and flavors. Some recipe modifications have succeeded, such as Kraft’s discreet update to its iconic Mac & Cheese. However, others have faced challenges, exemplified by General Mills’ Trix reformulation, which faced consumer backlash, prompting the company to revert to the original recipe earlier this fall.
One area where FreezeFrame could excel might be in the beverage sector. A green drink manufacturer could find that incorporating these ingredients provides an excellent solution for a juice struggling to retain the vibrant flavors of cucumbers, kale, and apples. With real ingredients already in use, FreezeFrame could enhance these flavors without deceiving consumers. Additionally, incorporating functional ingredients such as calcium citrate malate, vitamin D3, and folic acid could further appeal to health-conscious buyers, making the beverages not only flavorful but also nutritionally beneficial. By integrating these components, manufacturers can develop products that truly resonate with consumers looking for fresh and healthy options.