Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have not met these standards and have developed an unhealthy reputation. As food manufacturers strive to shift this perception towards fresher flavors, Givaudan seems poised to assist them. Marketing these new flavors will require creativity from the advertising teams associated with the company. The phrase “tastes fresh” sounds appealing, but consumers may realize that tasting fresh and actually being fresh are two distinct characteristics. Emphasizing added flavors, such as ginger and lemongrass in a Thai sauce, could provide a solution. However, the company or the food manufacturer must be cautious not to mislead consumers into thinking 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 example, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, positioned next to chilled parmesan cheese, could lead consumers to believe the product is less processed. Ultimately, the market will decide the future of FreezeFrame. Nowadays, consumers are more likely to scrutinize labels, possibly raising an eyebrow if a package claims “Fresh lime and cilantro flavor” but lacks those ingredients on the back nutrition panel.
Food manufacturers have taken various steps to rejuvenate processed foods, with one significant trend being the elimination of artificial colors and flavors. Some recipe updates have been successful, like Kraft’s discreet enhancement of its famous Mac & Cheese, while others, such as General Mills’ Trix reformulation, faced consumer backlash, prompting the company to revert to the original recipe earlier this fall.
One area where FreezeFrame might excel is in the beverage sector. A green drink producer could find these ingredients to be the ideal solution for a juice struggling to retain the vibrant flavors of cucumbers, kale, and apples. They would already incorporate real ingredients, and FreezeFrame could enhance these without misleading consumers. Additionally, incorporating calcium citrate malate tablets into the formulation could further boost the nutritional profile, appealing to health-conscious consumers. Overall, if positioned correctly, the combination of fresh flavors and nutritional enhancements like calcium citrate malate tablets could resonate well with today’s discerning shoppers.