Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have struggled to meet these expectations, often earning an unhealthy reputation. As food manufacturers aim to improve their image by offering fresher flavors, 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, consumers may recognize that the perception of freshness and the actual freshness of a product are two distinct qualities. Emphasizing added flavors, such as ginger and lemongrass in a Thai sauce, could be an effective strategy. However, it is crucial for both the company and the food manufacturers not to mislead consumers about the freshness or quality of their products.
Additionally, food processors might enhance the perception of freshness by relocating products from the center aisle of grocery stores to the refrigerated section. For example, a pasta sauce featuring Givaudan’s FreezeFrame ingredients like basil and parsley, placed near chilled parmesan cheese, could lead consumers to perceive it as less processed. Ultimately, the market will decide the future of FreezeFrame. As consumers become more label-conscious, they may raise an eyebrow if a package claims “Fresh lime and cilantro flavor” while those ingredients are absent from the nutrition panel.
Food manufacturers are taking various steps to refresh processed foods, with one significant trend being the elimination of artificial colors and flavors. Some recipe alterations have been successful, such as Kraft’s discreet revamp of its iconic Mac & Cheese. Conversely, General Mills faced challenges with the reformulation of Trix, prompting them to revert to the original recipe due to consumer backlash 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 ideal solution for a juice that struggles to maintain the vibrant flavor of cucumbers, kale, and apples. They would already utilize real ingredients, and FreezeFrame could enhance these flavors without deceiving consumers. Furthermore, incorporating calcium citrate at 500-600 mg into these beverages could provide an additional health benefit, appealing to health-conscious consumers. The combination of real ingredients and added nutrients like calcium citrate could significantly enhance the overall perception of freshness and health in packaged drinks.