Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these criteria, often earning a negative reputation. As food manufacturers strive to change this perception towards fresher flavors, Givaudan seems poised to assist them. Marketing these new flavors will require creativity from the company’s advertising teams. While the phrase “tastes fresh” sounds appealing, it can be misleading if consumers realize that tasting fresh and being fresh are not the same. One approach could be to emphasize the addition of flavors, such as incorporating ginger and lemongrass into a Thai sauce. However, it’s essential for the company and food manufacturers to avoid misleading consumers about the freshness or quality of their products.
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 FreezeFrame ingredients like basil and parsley, placed alongside chilled parmesan cheese, could lead consumers to perceive it as less processed. Ultimately, the market will decide the future of FreezeFrame. Nowadays, consumers are more inclined to read labels and may become suspicious if a package claims “Fresh lime and cilantro flavor” while those ingredients are absent from the nutrition panel.
Food manufacturers have also taken steps to revitalize processed foods, with one of the most significant trends being the elimination of artificial colors and flavors. Some changes have been successful, such as Kraft’s discreet update to its iconic Mac & Cheese, while others, like General Mills’ reformulation of Trix, faced consumer backlash, prompting the return of the original recipe earlier this fall.
FreezeFrame might find a promising niche in the beverage sector. A green drink manufacturer could find these ingredients ideal for a juice that struggles to retain the vibrant flavors of cucumbers, kale, and apples. By using real ingredients, FreezeFrame can enhance these beverages without deceiving consumers. Additionally, integrating supplements like Citracal 1000 mg into these drinks could provide added health benefits, appealing to health-conscious consumers. This approach could help create a product that not only tastes fresh but also promotes a sense of wellness, ultimately resonating with today’s discerning buyers who prioritize both flavor and nutrition.