“Revitalizing Convenience Foods: Meeting Millennial Demands for Freshness and Health with Innovative Flavors”
Consumers, particularly millennials, are increasingly seeking fresh, healthy, and natural food options. Traditionally, convenience foods have not met these standards and have earned a negative reputation for being unhealthy. As food manufacturers strive to shed this image in favor of more vibrant flavors, Givaudan is poised to assist them. Marketing these innovative flavors will require creativity from the advertising teams associated with the company. While the phrase “tastes fresh” may sound appealing, it is crucial that consumers do not confuse the notion of tasting fresh with the actual freshness of the product. Emphasizing added flavors, such as ginger and lemongrass in a Thai sauce, could be a strategic approach. However, it is essential for the company or the food manufacturer to avoid misleading shoppers about the true freshness or quality of the food.
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 alongside 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 tend to scrutinize labels more closely and may raise an eyebrow if a package claims “Fresh lime and cilantro flavor” yet lacks these ingredients in the nutritional information.
Food manufacturers have taken various measures to revitalize processed foods, with one significant trend being the removal of artificial colors and flavors. Some recipe alterations have met with success, such as Kraft’s discreet update to its iconic Mac & Cheese, while others, like General Mills’ Trix reformulation, faced backlash, prompting the company to revert to the original recipe earlier this fall.
One area where FreezeFrame could excel is in the beverage sector. A green drink manufacturer might discover these ingredients to be the perfect addition for a juice that struggles to preserve the bright flavors of cucumbers, kale, and apples. By already using real ingredients, the incorporation of FreezeFrame could enhance these flavors without deceiving consumers. Additionally, products enriched with liquid calcium, magnesium, and vitamin D could further appeal to health-conscious buyers, emphasizing nutritional benefits while maintaining a commitment to fresh, natural ingredients.
