IFT Heart-Healthy Product Development Competition

Sponsored by CanolaInfo

INTRODUCTION

• Cardiovascular disease is the leading cause of death

since 1900

• 81 million Americans (34%) suffer from CVD

• Affected largely by unhealthy diet - Overweight, Obesity

http://www.cdc.gov/heartdisease/facts.htm

MARKET

ANALYSIS

PRODUCT FORMULATION

PROCESSING

SENSORY

SAFETY

PROFITABILITYDEVELOPMENT OF

IDEA

GENERATION

IDEA

DEVELOPMENT

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

IDEA

GENERATION

Improve existing products New product

Product decision based on need and demand

Meal or snack??

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

IDEA

GENERATION

http://peakfitnessandsportstraining.com/?cat=1&paged=2

2,000

2,500

3,000

3,500

4,000

4,500

5,000

5,500

6,000

2005 2006 2007 2008 2009 2010 (est.)

2011 (fore.)

2012 (fore.)

2013 (fore.)

2014 (fore.)

2015 (fore.)

FDMx sales of frozen mealsat inflation-adjusted prices 2005-15

Mintel, Frozen meal 2010

Market Size

Economic Recession

Innovation

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

IDEA

GENERATION

Primary Target Market

Male and female aged 18 - 50 (students and employees)

Secondary Target Market

Male and female aged 50+

Tertiary Target Market

Consumers who struggle to rule out meat from their diet

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

IDEA

GENERATION

Chicken- low cost and popularRed meat - high cost and less

healthy

Fish- high cost and less popular Veggie - less popular

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

IDEA

DEVELOPMENT

Breaded chicken patty

Veggie Patty

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

Orange concentrate

Rolled oats

Flaxseed mealScallion

Canola oil

Tomatoes

Carrots

Red kidney beans

Sweet corn

Orange peel

Egg beaters

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

Chicken breast

55%

38%

0%

10%

20%

30%

40%

50%

60%

Regular chicken pattie

Heartvest

Cal

ori

es

fro

m F

at

180

110

0

50

100

150

200

Regular chicken pattie Heartvest

Tota

l Cal

ori

es

10%

12%

4%

20%

0%

6%5%

11%

19%

10%

0%

5%

10%

15%

20%

25%

Cholestrol Sodium Dietary Fiber Protein Potassium

%D

V

Regular chicken pattie

Heartvest

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

Technical Challenges

• Binding

• Texture

• Palatability

• Moisture loss

MARKET ANALYSIS

PROCESSING SENSORY SAFETY PROFITABILITYPRODUCT

FORMULATION

• Grill time; Egg beaterTexture

• Blending timeChicken

muscle fiber

MARKET ANALYSIS

PROCESSING SENSORY SAFETY PROFITABILITYPRODUCT

FORMULATION

MARKET ANALYSIS

SENSORY SAFETY PROFITABILITYPRODUCT

FORMULATIONPROCESSING

57

70

51

65

59

65

52

63

0

20

40

60

80

100

Color Flavor Texture Overall

Final Sensory Test scores(9 Point acceptability scale)

Heartvest Tyson

n=50

MARKET ANALYSIS

SAFETY PROFITABILITYPRODUCT

FORMULATIONPROCESSING SENSORY

Modes of

Deterioration

Lipid Oxidation

Microbial growth Freeze burn

Market Trend

• Healthier foods

• Convenience

• Ethnic flavor

• Whole grains

• Low saturated fat and no trans fat

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

Advertising Strategy

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

Mars’ GDA Label

What’s inside……PER SERVING

6% DV

CALORIES

110

7% DV

TOTAL FAT

4.8 g

0.2% DV

SAT. FAT

0.4 g

*

SUGARS

1 g

5% DV

SODIUM

119mg

GDA’S ARE BASED ON A 2,000 CALORIE DIET

Good source of Omega-3 and Omega-6

6% DV

CALORIES

110

PERSERVING

Product NameWeight(g)*# /

Package Price ($)

Tyson chicken patty 68 * 6 3.39

70 * 4 4.49

Morning Star Veggie

Patty67 * 4 4.79

MARKET ANALYSIS

PRODUCT FORMULATION

PROCESSING SENSORY SAFETY PROFITABILITY

Orange

Honey smoked

Teriyaki Jalapeno

Chicken

Turkey

Fish

MARKET ANALYSIS

PROFITABILITYPRODUCT

FORMULATIONPROCESSING SENSORY SAFETY

YR 1 (0.7%) YR 2 (1.0%) YR 3 (1.6%)

Gross Sales $8,820,000.00 $13,230,000.00 $22,176,000.00

Net Sales $4,392,360.00 $6,588,540.00 $11,043,648.00

Ing/Pkg Cost ($1,632,748.00) ($2,449,123.06 ($4,105,196.75)

Net Profit $1,516,956.51 $2,422,434.76 $4,297,604.93

Other Expenses (administrative,

advertising, etc.)($2,100,000.00) ($2,550,000.00) ($3,300,000.00)

Net Income ($570,043.49) ($157,565.24) $687,823.45

MARKET ANALYSIS

PROFITABILITYPRODUCT

FORMULATIONPROCESSING SENSORY SAFETY

Thank You

http://www.scientificamerican.com/article.cfm?id=new-diet-drug-in-battle-of-the-bulge