fst 253 research & development of food products the food product development process
TRANSCRIPT
FST 253 Research & Development of Food
Products
The Food Product Development Process
The Food Product Development Process
Idea ScreeningIdea Screening
Feasibility AssessmentFeasibility Assessment
Development PhaseDevelopment Phase
Launching New ProductLaunching New Product
Evaluating The ResultEvaluating The Result
Idea Screening
The Generation of New Product Ideas By creative people Not easy process Developers view from their own perspective
Technology, marketing, finance, production
Idea Screening
Technical people see opportunities for technological challenge Fail to understand need for products that satisfy consumers
Marketing people see others as unimaginative and too negative
Production people want to maintain their production schedules
Finance people want to minimize financial risks associated with uncertain projects
Idea Screening
Must have environment that fosters creativity and innovation
Must encourage individual personnel to perform as part of the team
Environment for Generating Ideas
“In our laboratories we have again and again deliberately taken people without scientific training, taken people from the production line, put them into
research situations in association with competent research people, and just let them be apprentices. What we find is an amazing thing….In about two years we
find that these people, unless they are sick or somehow unhealthy, have become an almost Pygmalion problem; they have
become creative.
Environment for Generating Ideas
. If there is anything unpleasant to an unprepared administrator it is to find
him/herself surrounded by creative people, and when the creative people are not
trained it is even worse. They have two unpleasant characteristics: first, they
want to do something by themselves and they have some pretty good ideas that do not fit
in with policy; secondly, they have the most naïve, uncharming and unbecoming
direct insight into what is fallacious in what you are doing, and that, of course, is
a blow to policy.
I do not want to romanticize these people, I am simply reporting on what we seem to find is a fact…and you have to find out what to do with
these awakened people. “
By Edwin Land (1963), then President and Director of the Polaroid
Corporation.
Environment for Generating Ideas
Top priority Often stifle by one’s own disciplines, laws, or regulations
Children as example Able to put together unrelated ideas in implausible and improper ways
Environment for Generating Ideas
Highly creative people are eccentric in the literal sense of the word. They have less respect for precedent and more willingness to take risks than others. They are less likely to be
motivated by money or career advancement than by the inner
satisfaction of hatching and carrying out ideas. In conventional corporate circles, such traits can look quite
eccentric indeed.
Environment for Generating Ideas
Six types of creativity1. Theoretical (Albert Einstein, Sir
Isaac Newton)2. Applied (Henry Ford, Bell, and Edison) 3. Inspired (artists and composers)4. Imaginative (writers and poets)5. Prescriptive (thinkers such as Plato
and Martin Luther)6. Natural (dancers, musicians, singers,
and sport figures)
Environment for Generating Ideas
Common theme identified: the protagonist have the ability to make associations of dissimilar things
Need to remove structures imposed by discipline, training, peer pressure, and peer ridicule
All ideas deserve respectful hearing
Environment for Generating Ideas
No room for negativism “We did that 20 years ago”
NIH (Not Invented Here) syndrome removed
Do not discourage ideas Pay no attention to facts, logics or reason Technologists viewpoints
Environment for Generating Ideas
Good communication between various disciplines a must
Perseverance and guts are critical
Plain old hard work
Environment for Generating Ideas
Sources of New Food Product Ideas
Everywhere New technology New knowledge Need to reduce cost
Internal Sources External Sources Total Marketplace Analysis
Internal Sources
A. Sales representatives Closest contact with consumers and competitors
See what’s happening in the marketplace
Are the eyes and ears of the company Include engineering, R & D, and distribution personnel in customer contact visits
Internal Sources
B. Consumer Correspondence and Communication
Through letters, 1-800 numbers, Allows company to address consumers’ needs immediately and obtain psychographic information
Complaints
Internal Sources
Complaints For each complaint, there are 8 who did not but will not try product again
Must be acknowledged Thoroughly investigated Classified according to their nature, product identification, where purchased, and time and date of complaint
Internal Sources
Complaints May reveal a hidden product defect, instability, or product weakness
Valuable source of ideas Companies will see opportunities for improvement or new product development from these records
Internal Sources
C. Internal Product and Process Research and Development Research previous experimental trials on processes and products
Clues to new product ideas Reasons for rejection 10, 5, 2 years ago may not be valid today
Unfortunately, most are poorly documented and filed, thus re-inventing the wheel
Internal Sources
D. Collective Memory Develop a collective memory of what happened before and how it was solved
Document ideas and experiences Valuable asset
External Sources
A. Food Conferences, Exhibits, Trade Shows, and Research Symposia Opportunity to see and taste; discuss products and problems
Source of new ingredients and technologies
Can provide companies with enough lead time to act with new ideas
External Sources
A. Food Conferences, Exhibits, Trade Shows, and Research Symposia
Hear technical papers Make useful contacts with experts in other fields
People involved in the development process will benefit most, not upper management
Need plan on how to maximize time at show
External Sources
B. Public Libraries Extensive collection of cookbooks that describe various ethnic cuisines
External Sources
C. Specialized Library and Library Services Provide information and statistics on consumer trends, new developments, health concerns, etc.
New patents and pending patents Ideas for new product or new developments in the science and technologies of foods, food processing and preservation, and nutrition
External Sources
Benefits: Subject matter has value Provides contact information May also provide information about supporters, and thus, competitors
External Sources
D. Trade Literature From ingredient and equipment suppliers
May include sample recipes Excellent sources of scaled-up formulations along with processing details
External Sources
E. Government Publications Want to promote the use of agricultural commodities or underutilized crops
Provide recipes utilizing foodstuff, manufacturing directions, and market test data
Information on competitors who received research monies
Description of regional govt. research activities
Total Marketplace Analysis
Scan marketplace carefully Consumer is in the marketplace; consumer influences that marketplace and is influenced by it
Developers need to fully understand their marketplace
Total Marketplace Analysis
A. The Competition Can be the source for new ideas Analytical inspection of competitive products can provide data to:
Compare ingredients Assess quality characteristics that appeal to the competitor’s consumers
Evaluate flavor preferences with small taste panels
Rate package and label appearances
B. The Marketplace Changing consumers needs and lifestyles have led to:
Chain supermarkets Warehouse clubs Mail order food retail outlet Expanded perishable department Wide selection of delicatessen and easily prepared entrees
Total Marketplace Analysis
Important source of new product ideas from:
Watching people shop in supermarkets, C-Stores, mom-and-pop stores, take-away food stores, open-air farmers’ markets
Sales force
Total Marketplace Analysis
C. Analysis of purchases Obtain data through UPCs about:
What items are purchased as total amount spent increases
Which stores have the highest average purchase per receipt
What products are purchased with what products
Total Marketplace Analysis
D. The Consumer Information can help developers define particular consumer to be targeted
Understand their needs and expectations
Need demographic and psychographic information
Total Marketplace Analysis
Demographic information provides data about: age distribution income distribution number of family units as well as non-family
units number of children per family unit male-to-female ratios ethnic background of people in geographic
regions number of single parent families rent or own their homes.
Total Marketplace Analysis
Per capita consumption figures How much is being bought divided by population
“disappearance” figures Indirect reflection on consumer’s purchasing
Able to paint accurate pictures of consumers in general and individuals in particular
Total Marketplace Analysis
Demographic data can be very misleading if used in isolation. Example:
The over-55’s are the fastest growing segment of the North America population
They have the most wealth of any age category Females make up the greater part of that population since statistics show women outlive men. Consequently, many over-55’s are either widowed or single
Women over 55 years of age need extra calcium to prevent osteoporosis. Other physiological changes in aging for all over-55’s are general frailty, loss of taste buds, loss of teeth, and constipation
Total Marketplace Analysis
Thus, some product developer may incorrectly see an opportunity to bring out a
High calcium Low sodium Low fat Added-value
Can all over-55’s be grouped into such an uncompromising classification?
Total Marketplace Analysis
Psychographic data Reflects behavior and attitude of consumers
Provides a better definition of the qualities that must be designed into products to meet the needs and expectations of targeted consumers
Total Marketplace Analysis
Demographic data together with psychographic data can provide inspiration for new product ideas Example: More leisure time (demographic data) and a desire for a healthier lifestyle (psychographic data) may lead to ideas for nutritious snacks or low-calorie beverages
Total Marketplace Analysis
Psychographic data shows consumers knowledge of nutrition issues are more in-depth
Changing cooking and eating habits of consumers
However, data available must be extrapolated to describe the future consumer, as development takes time
Total Marketplace Analysis
The Reality of New Ideas Generation
Following competitors into the market with a “me-too” product can be risky because: There is no data on consumer needs and expectations
It will cost the copycat product more to get market introduction in the already established competitor’s market
Need time to learn processing know how
Screening For Better Ideas
Do not eliminate ideas May be inappropriate today, but not in the future
All rejected ideas should be documented
Need to have product development manager with clearly defined company objectives
The New Product Development Team
Skills necessary: Management skills Engineering skills Financial data Production advice Legal advice Research and development
Marketing/sales dataPurchasing inputWarehousing/distribution dataQuality control advice
Management Skills
Establishes the interest of senior management
Ensures that company objectives are followed
Ideas selected fit into corporate image
Holds in check rivalries that occur Opportunity to assess the strengths and weaknesses team members
Engineering Skills
Evaluates process needed for the manufacturing of new products
Modify old equipment Design new equipment for innovative processes
Identify delays, costs and disruptions involved in development
Financial Data
Oversees the cost of the project
Monitor budget Net profits that the new product will earn
Production Advice
Evaluate if the skills, labor, and physical plant are available to produce the new product
Works with marketing to review their sale volume projections
to coordinate requirement for production lines
Legal Advice
Knowledgeable about all legalities that might pertain to the products or the processes under consideration for development Technology used in formulation & processing
Labeling, marketing, & promotion programs Copyright or patents Packaging Labeling & trademarks
Research & Development Department
Control the technology of the development process
Produce the bench-top models Establish specifications for raw materials and ingredients
Analyze the market data
Marketing & Sales Data
Monitor marketplace for changes that might affect the course of development
Develop marketing & advertising strategies
Prepare label statements, claims, recipes, and usage suggestions
Consider impact the new product will have on company’s established products
Evaluate impact on retailers
Purchasing Input
Finding inexpensive yet reliable sources of raw materials, ingredients, & packaging materials Needs to meet the standards and specifications submitted by food technologist
If raw materials are too costly may have to reject project due to too high priced for consumer
Warehousing & Distribution Data
Special needs Chilled Frozen Environmentally controlled storage
Fruits, vegetables
Adequate storage and distribution systems available
Quality Control Advice
Concerns for to provide a safe, wholesome, & high quality product
Serve as watchdogs throughout the process Finding potential hazards
Summary of the Development Team
Overlapping of duties and responsibilities of the team members May have gray areas
The team personifies the skills needed for the continuous evaluation & screening performed throughout the development process.