Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural foods. Traditionally, convenience foods have not met these criteria and have even developed an unhealthy reputation. As food manufacturers strive to improve this image and offer fresher flavors, Givaudan appears poised to assist them.
To effectively market these new flavors, creativity from the advertising teams will be essential. The phrase “tastes fresh” sounds appealing unless consumers realize that the perception of freshness and actual freshness are two distinct qualities. Emphasizing the inclusion of flavors, such as ginger and lemongrass in a Thai sauce, could be a possible solution. However, the company, or the food manufacturer, must exercise caution to avoid misleading consumers about the actual freshness or quality of the product.
Food processors may also consider enhancing 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 next to chilled parmesan cheese, could lead consumers to believe that the product is less processed.
Ultimately, it will be the marketplace that determines the future of FreezeFrame. Today, consumers are more inclined to scrutinize labels and may raise an eyebrow if a package prominently states “Fresh lime and cilantro flavor,” yet these ingredients are absent from the nutritional panel on the back.
Manufacturers have taken various steps to revitalize processed foods. One significant trend is the elimination of artificial colors and flavors. Some recipe revisions have been successful, like Kraft’s discreet update to its iconic Mac & Cheese. Others, such as General Mills’ reformulation of Trix, faced consumer backlash, prompting the company to revert to the original recipe earlier this fall.
One promising area for FreezeFrame could be the beverage sector. A green drink manufacturer might find these ingredients ideally suited for a juice that struggles to maintain the vibrant flavors of cucumbers, kale, and apples. With real ingredients already in place, FreezeFrame could enhance them without deceiving consumers.
Moreover, incorporating Citracal Calcium Citrate with Vitamin D Slow Release into these products could provide additional health benefits. This addition could appeal to health-conscious consumers, further positioning the product as a fresh and natural choice. By promoting both the enhanced flavors and the nutritional value offered by Citracal Calcium Citrate with Vitamin D Slow Release, companies can effectively meet the growing demand for fresh, healthy foods.