IMPROVE PERCEPTION
Transform
your brand
“Fresh” has many different meanings that are driven by consumer perception. Consumers determine a product’s freshness by many factors, from where they find a product in the store through the experience of eating it.
FRESH POTENTIAL
FROZEN + SHELF STABLE
PUT FRESHNESS CENTER STAGE
In general, center-of-store products are perceived to be less fresh than those found elsewhere. But there are steps you can take to freshen up your foods and beverages in the eyes of consumers—and stand out in the aisle.
Put fresh
UP FRONT
Improve the fresh perception of your product by updating your front-of-pack product claims and appearance.
front of packaging:
KEY POINTS
Front-of-pack product claims, while important to signal freshness, can be confusing if there are too many. Claims should be chosen carefully and used sparingly.
Icons communicating a product benefit, such as NO ARTIFICIAL FLAVORS or MADE FRESH can improve perception.
“All-natural” should be emphasized on the front-of-package, ideally through an icon.
Freshness
they 'll flip for
Updated back-of-pack labels and claims can move your foods along the continuum of fresh perception.
3 of 4
Vegetable juices are the ingredients consumers most want to see in shelf-stable soups. 1
Consumers see these ingredients as the most clean and natural in frozen meals: 1
Consumers consider the order of ingredients on the deck when determining if they perceive a shelf-stable salad dressing as “fresh.” They do not want to see “scientific” or “unknown” ingredients. 2
KEY POINTS
Consumers are more vocal about ingredients that they don’t want to see as opposed to ingredients that they do. A shorter ingredient list will win.
There is a correlation between cleaner labels and products being perceived as fresher by consumers.
Bring it home with
texture
The eating experience is one of the last steps in a consumer's determination of how fresh a product is, and texture is key. Expected, home-style textures indicate freshness.
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