"Of Course, My Product Is Fresh!" An Examination Of The Packaging Cues Contributing To The Perceived Freshness Of Processed And Ultra-Processed Food Products[« Bien sûr qu'il est frais, mon produit ! » Une analyse des indices du packaging contribuant à la formation de la fraicheur perçue de produits alimentaires transformés et ultra-transformés]

While freshness is traditionally associated with unprocessed foods, food manufacturers are increasingly using it for products that have undergone processing. This paper aims to deepen understanding of the concept of perceived food freshness for processed and ultra-processed products. Through a study of 550 Brazilian consumers questioned on their perceptions of an industrialized club sandwich in a processed and an ultra-processed version, we examine the role of three packaging cues - level of product processing, packaging material and claims appearing on the front of the packaging - in shaping perceived freshness. The results highlight the influence of the "best before" claim - short use-by date - and the packaging material - cardboard - on perceived freshness. These results can guide manufacturers in adapting their food offers to ensure their perceived value in the minds of consumers.