Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have struggled to meet these demands and have even developed an unhealthy image. As food manufacturers aim to revamp this perception in favor of fresher tastes, Givaudan seems poised to assist them.
Marketing these new flavors will require creativity from the advertising teams associated with the company. While “tastes fresh” sounds appealing, it’s crucial for consumers to recognize that the sensation of freshness and actual freshness are two distinct qualities. One approach could involve emphasizing the flavors added, such as ginger and lemongrass in a Thai sauce. However, both the company and the food manufacturers must be cautious not to mislead consumers into believing that the food is fresher or superior to reality.
Additionally, food processors might enhance the illusion of freshness by relocating products from the center aisles to the refrigerated sections of grocery stores. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients positioned next to chilled parmesan cheese could lead consumers to perceive the product as less processed.
Ultimately, the market will decide the future of FreezeFrame. Today’s consumers are more inclined to scrutinize labels, and they may raise an eyebrow if a package boasts “Fresh lime and cilantro flavor” while omitting these ingredients from the nutrition panel.
Food manufacturers have taken various steps to rejuvenate processed foods, with one major trend being the elimination of artificial colors and flavors. Some recipe modifications have succeeded, like Kraft’s subtle update to its iconic Mac & Cheese. Others faced challenges, such as General Mills’ reformulation of Trix, which led to consumer backlash and the return of the original recipe earlier this fall.
One promising area for FreezeFrame could be in the beverage sector. A green drink producer might find these ingredients to be the ideal solution for a juice struggling to retain the vibrant flavor of cucumbers, kale, and apples. With real ingredients already in play, FreezeFrame could enhance them without deceiving consumers.
In this context, the calcium citrate reaction could play a role in maintaining the nutritional quality of these beverages, potentially improving their appeal. As beverage makers explore ways to integrate FreezeFrame into their formulations, ensuring that the calcium citrate reaction is optimized might enhance the taste and overall health benefits, making it a win-win for both manufacturers and consumers.