Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not aligned with these preferences and have garnered a reputation for being unhealthy. As food manufacturers strive to shed this negative 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. While the phrase “tastes fresh” may sound appealing, it could lead to confusion if consumers realize that tasting fresh and genuinely being fresh are two distinct attributes. One potential strategy is to emphasize specific ingredients, such as incorporating ginger and lemongrass into a Thai sauce. However, it remains crucial for both the company and the food manufacturers to avoid misleading consumers into believing that the food is fresher or of superior quality than it actually is.
Food processors might also consider enhancing the perception 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, placed alongside chilled parmesan cheese, could create the impression that the product is less processed.
Ultimately, it will be the marketplace that decides the future of FreezeFrame. As consumers become more diligent about reading labels, they may raise an eyebrow if the front of a package advertises “Fresh lime and cilantro flavor,” yet these ingredients are absent from the back nutrition panel.
Food manufacturers have been taking steps to revitalize processed foods, with one notable trend being the removal of artificial colors and flavors. Some recipe adaptations have succeeded, such as Kraft’s discreet update to its iconic Mac & Cheese, while others, like General Mills’ reformulation of Trix, faced backlash from consumers and prompted the return of the original recipe earlier this fall.
One promising area for FreezeFrame could be in the beverage sector. A green juice producer may find that these ingredients offer an ideal solution for maintaining the vibrant flavor of cucumbers, kale, and apples. With real ingredients already in place, FreezeFrame could enhance them without misleading consumers. Additionally, consumers who are health-conscious might appreciate options that include the best calcium citrate supplement, especially if marketed effectively, as it complements the trend towards fresh and natural products. This could be an area for innovative marketing that aligns with the growing demand for transparency and quality in food products.