Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these standards and have developed an unhealthy reputation. As food manufacturers strive to change this perception and offer fresher flavors, Givaudan appears poised to assist them. Marketing these new flavors will require creativity from the company’s advertising teams. While the phrase “tastes fresh” may sound appealing, consumers may quickly realize that there is a distinction between tasting fresh and actually being fresh. One effective strategy could be to emphasize the added flavors, such as ginger and lemongrass in a Thai sauce. However, it is crucial for the company or the food manufacturer to avoid misleading shoppers into believing that the food is fresher or healthier 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 next to chilled parmesan cheese, could lead consumers to perceive the product as less processed.
Ultimately, it will be the marketplace that decides the future of FreezeFrame. Today’s consumers are more inclined to scrutinize labels and may raise an eyebrow if the front of a package boasts “Fresh lime and cilantro flavor,” yet those ingredients are absent from the nutrition panel on the back.
Food manufacturers are taking various steps to improve the freshness of processed foods, with one significant trend being the removal of artificial colors and flavors. Some recipe adjustments have proven successful, such as when Kraft discreetly updated its iconic Mac & Cheese. Conversely, General Mills faced challenges with the reformulation of Trix, prompting the company to revert to the original recipe due to consumer backlash earlier this fall.
One promising area for FreezeFrame may be within the beverage sector. A green drink manufacturer might find these ingredients to be an ideal solution for a juice struggling to retain the vibrant flavors of cucumbers, kale, and apples. With real ingredients already in play, FreezeFrame could enhance these flavors without misleading consumers. Additionally, incorporating the concept of the Eldecal CCM tablet could provide an innovative edge, allowing manufacturers to market their products as not only fresh but also fortified with beneficial components that appeal to health-conscious consumers. By leveraging such strategies and integrating elements like the Eldecal CCM tablet, companies can better position themselves in a competitive market, capitalizing on the growing demand for freshness and authenticity.