Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these standards and have garnered an unhealthy reputation. To counter this image, food manufacturers are now striving for fresher flavors, and Givaudan seems poised to assist them.
Marketing these innovative flavors will require creativity from the advertising teams associated with the company. The phrase “tastes fresh” may sound appealing, but consumers may quickly realize that the perception of freshness and actual freshness are not the same. Highlighting specific flavors, such as ginger and lemongrass in a Thai sauce, could be an effective strategy. However, both Givaudan and the manufacturers must be cautious not to mislead consumers into believing the food is fresher or superior than it truly is.
Food processors might also enhance the perception of freshness by relocating products from the central aisles of grocery stores to the refrigerated sections. For instance, a pasta sauce featuring Givaudan’s basil and parsley FreezeFrame ingredients, placed next to chilled parmesan cheese, could lead consumers to believe the product is less processed. Ultimately, it will be the marketplace that determines the viability of FreezeFrame. Nowadays, consumers are more diligent about reading labels and may become suspicious if a package boasts “Fresh lime and cilantro flavor” but lacks those ingredients on the back nutrition panel.
Food manufacturers have made various efforts to rejuvenate processed foods. A significant trend has been the elimination of artificial colors and flavors. Some recipe modifications have seen success, such as Kraft’s discreet update to its iconic Mac & Cheese. In contrast, General Mills faced challenges with its Trix reformulation, which prompted consumer backlash and led to the return of the original recipe earlier this fall.
One area where FreezeFrame could excel is in the beverage sector. A green drink producer might find these ingredients to be the perfect solution for achieving the vibrant flavors of cucumbers, kale, and apples. By using real ingredients, FreezeFrame can enhance those flavors without misleading consumers. As this trend continues, products like Citracal Petites, available on Amazon, may also reflect the growing consumer demand for fresh, natural options. In this evolving market, it’s essential for brands to align their messaging with genuine product quality, ensuring that they meet the expectations of discerning shoppers who prioritize health and freshness.