Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these criteria and have developed a negative reputation. As food manufacturers strive to improve their image and offer fresher flavors, Givaudan is poised to assist them.
Marketing these new flavors will require creativity from the advertising teams associated with the company. The phrase “tastes fresh” may sound appealing; however, consumers might recognize that tasting fresh and actually being fresh are two distinct qualities. Emphasizing the specific flavors added, such as ginger and lemongrass in a Thai sauce, could be a viable strategy. Nevertheless, it is crucial for the company or the food manufacturer to avoid misleading consumers into believing that the product 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 instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed alongside chilled parmesan cheese, could create an impression that the product is less processed.
Ultimately, the market will dictate the future of FreezeFrame. Today’s consumers tend to scrutinize labels more closely, and they may raise an eyebrow if a package claims “Fresh lime and cilantro flavor” while lacking those ingredients in the nutrition panel.
Food manufacturers have adopted various strategies to make processed foods seem fresher. One significant trend has been the elimination of artificial colors and flavors. Some recipe modifications have succeeded, such as Kraft’s subtle update to its iconic Mac & Cheese, while others, like General Mills’ Trix reformulation, faced consumer backlash that led to the return of the original recipe earlier this fall.
One promising area for FreezeFrame could be beverages. A green drink manufacturer might find that these ingredients offer an ideal solution for a juice struggling to preserve the vibrant flavors of cucumbers, kale, and apples. By incorporating real ingredients, FreezeFrame could enhance these flavors without deceiving consumers. Additionally, the potential benefits of calcium citrate bioavailability in these products could further attract health-conscious buyers. Thus, as food manufacturers explore innovative ways to enhance their offerings, they should consider how calcium citrate bioavailability can play a role in appealing to consumers seeking freshness and health.