Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have fallen short of these expectations and often earned an unhealthy reputation. As food manufacturers work to improve this image by offering 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” sounds appealing, consumers may quickly realize that tasting fresh and actually being fresh are distinct qualities. One potential strategy could be to emphasize the added flavors, such as incorporating ginger and lemongrass into a Thai sauce, to create a perception of freshness. However, it is crucial for the company and the food manufacturers to avoid misleading consumers about the actual freshness or quality of the food.
Food processors might also enhance 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 placed alongside chilled parmesan cheese could lead consumers to perceive the product as less processed. Ultimately, it will be up to the market to decide the future of FreezeFrame. Today’s consumers are more label-conscious, and they may raise an eyebrow if a package boldly states “Fresh lime and cilantro flavor” while those ingredients are absent from the nutrition panel on the back.
In their efforts to rejuvenate processed foods, manufacturers have taken various steps, including the removal of artificial colors and flavors. Some recipe alterations have been successful, such as Kraft’s discreet update to its iconic Mac & Cheese, while others have faced challenges, exemplified by General Mills’ Trix reformulation, which prompted a consumer backlash that led to the return of the original recipe earlier this fall.
One promising area for FreezeFrame could be in the beverage sector. A green drink manufacturer might find these ingredients ideal for crafting a juice that struggles to maintain the vibrant flavors of cucumbers, kale, and apples. With real ingredients already in the mix, FreezeFrame could enhance the product without deceiving consumers. Additionally, incorporating beneficial elements like Jarrow calcium citrate could further appeal to health-conscious consumers, who are increasingly aware of the nutritional value of their food choices. By emphasizing such enhancements, including Jarrow calcium citrate, food manufacturers can address the growing demand for freshness while maintaining transparency.