Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have not aligned with these desires and have often developed a negative reputation. As food manufacturers strive to improve their image and offer fresher flavors, Givaudan seems poised to assist them. Marketing these new flavors will require creativity from the company’s advertising teams. The phrase “tastes fresh” sounds appealing, but consumers may quickly realize that the perception of tasting fresh and actual freshness are two distinct qualities. Emphasizing added flavors, such as ginger and lemongrass in a Thai sauce, could offer a solution. However, both the company and the food manufacturers must be cautious not to mislead consumers into believing that their products are fresher or superior than they truly are.
Food processors might also enhance the illusion of freshness by relocating products from the grocery store’s center aisles to the refrigerated sections. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed beside chilled parmesan cheese, could create the impression that the product is less processed. Ultimately, the market will decide the future of FreezeFrame. Today’s consumers are more likely to scrutinize labels, and they may raise an eyebrow if a package proclaims “Fresh lime and cilantro flavor” while those ingredients are absent from the nutrition panel.
Food manufacturers have implemented various strategies to rejuvenate processed foods. One significant trend has been the elimination of artificial colors and flavors. Some recipe revisions have been successful, such as Kraft’s discreet update to its iconic Mac & Cheese. However, others, like General Mills’ Trix reformulation, have faced backlash, prompting the company to revert to the original recipe earlier this fall.
One area where FreezeFrame could excel is in the beverage sector. A green drink manufacturer may find these ingredients to be the ideal solution for a juice that struggles to preserve the vibrant flavors of cucumbers, kale, and apples. With genuine ingredients already in play, FreezeFrame could effectively enhance them without deceiving consumers. Additionally, incorporating calcium citrate sources into formulations can further improve the nutritional profile, appealing to health-conscious buyers. By using calcium citrate sources in conjunction with their flavor enhancements, beverage makers can create products that not only taste fresh but also offer added health benefits, thereby meeting the evolving demands of today’s consumers.