© 2007 institute of food technologists product development 101 speaker name speaker title date...
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© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists
Product Development 101Product Development 101
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© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 2
Agenda
• Types of “New” Products
• The Product Development Team
• Product Development Process
• Activity
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 3
Types of “new” products
• Almost 105,000 new food and drink products were launched
globally in 2006 (Rowan 2007) That’s around 300 for every day of the year! It is estimated that only around 30,000 to 50,000 will succeed (Brody
and Lord 2000)
These are just some of the new products launched in 2006
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 4
Types of “new” products• There are several general categories
of new products Completely new Line extensions of current products Same product but repositioned Improvements of current products
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 5
How does a new product get created?
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 6
The Product Development Team
Technology & QualityPackaging
Engineering/Process EngineeringFood DefenseFood Safety
Research & DevelopmentSensory Evaluation
MicrobiologyRegulatory Compliance
Nutrition
Legal Affairs
ManufacturingOperationsLogistics
ProcurementSupply Chain
Quality Control
MarketingMarketing Research
Sales
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 7
Product Development Process
• In general, there are three phases of product development Phase I: Product Definition Phase II: Product Implementation Phase III: Product Introduction
• Each phase has key milestones which should be reached for
a successful new product introduction
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 8
Product Definition(New Idea)
Market OpportunityAssessment
PrototypeDevelopment
ConsumerTesting
PrototypeModifications
Scale-up andTrial Production
Phase II:Product
Implementation
Phase I:Product
Definition
Start:Strategic Plan
Finish:PRODUCT LAUNCH
Phase III:Product
Introduction
PRODUCTDEVELOPMENTMILESTONES
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 9
Product Development Process
• All organization functions are
involved throughout the project,
but the level of activity varies for
each function
Organizational Involvement in the Product Development Process
(Rudolph 1995)
Pha
se I
Pha
se II
Pha
se II
I
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 10
Phase I: Product Definition
• Strategic Plan Identifies company’s current market position Identifies company’s desired/future market position The strategic plan will help determine if the new product should be for an
existing brand or an entirely new brand For example, a company that is a leader in snack foods through its
strategic plan may decide it wants to be a leader in snack foods AND
beverages – so they will decide they need to develop (or purchase) a new
beverage brand
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 11
Phase I: Product Definition
• Market Opportunity Assessment This is used to determine what
products are already in the market
and where there is room for new
products For example, in the sample market
on the right there are no
carbonated 100% fruit juices – this
presents an opportunity to a
company that wants to enter the
beverage market
Carbonated
Non- Carbonated
100% Juice
NoJuice
?
Opportunity AssessmentOf the Beverage Market*
*For demonstration purposes only,products are not to scale
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 12
Phase I: Product Definition
• Product Definition The product definition integrates many objectives to ensure that the
final product is successful and meets the companies strategic plan The product definition helps guide the product development team
when choosing ingredients, processing, packaging, etc. For example based on trends and demographic information, besides
being a carbonated beverage with fruit juice, the marketing team might want the product should be:• Natural• For Tweens• Contain exotic flavors• Shelf-stable• Etc.
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 13
Phase II: ProductImplementation
• Prototype Development After the concept has been
narrowed down, a product
development scientist will work
in the lab to develop one or more
prototypes The scientist will usually set up
an experimental design to vary
ingredients at defined intervals to
see their effect on overall liking,
flavor, texture, and color
• Team Input
100%Mango
100%Cranberry
100%Strawberry
50%Mango50%
Cranberry
50%Cranberry
50%Strawberry
50%Mango50%
Strawberry
Idea: Carbonated fruit drinkGoal: Optimize fruit juice blend
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 14
Phase II: ProductImplementation
• Consumer Testing Once the product
development scientist has
refined their prototypes they
will work with a sensory
scientist to test them with
consumers Statistics is used to
determine the optimal
formula
100%Mango
100%Cranberry
100%Strawberry
50%Mango50%
Cranberry
50%Cranberry
50%Strawberry
50%Mango50%
Strawberry
Idea: Carbonated fruit drinkGoal: Optimize fruit juice blend
Optimal
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 15
Phase II: Product Implementation
• Prototype Modifications Based on the results of the consumer testing the product
development scientist may need to refine their formula (make it
sweeter or less sweet, change the flavor, etc.) Depending on the size of the change, the product may need to be
consumer tested again When choosing the final formulation other considerations will be taken
into account such as cost and feasability
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 16
Phase II: Product Implementation
• Scale-up and Trial Once a final formula has been chosen, the product development
scientist will need to go to the plant and “scale-up” the formula This means they will take the formula from the bench-top (small batch
process that makes a few servings) to the plant (large batch process
that makes thousands of servings) The product development scientist will be sure it runs properly on the
equipment and that the processing parameters are correct (e.g. was
the mixing time sufficient to properly mix all of the ingredients?)
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 17
Phase II: Product Implementation• Before being able to commercialize (send to market) the idea, several other activities need to occur: The package needs to be developed The nutrition information needs to be calculated The label needs to be created The product must meet regulatory approval The shelf-life needs to be tested Marketing needs to approve the product Supply chain needs to be notified to order the ingredients The new formula needs to be added to the schedule at the plant…
THERE IS A LOT TO DO!
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 18
Phase III: Product Introduction
• Now the product is ready to be launched!
• The product development scientist will need to oversee the
first production run to be sure everything goes as planned
• Product support will need to be in place to receive feedback
from the plant about how the product is running and from
consumers to know if they are satisfied
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 19
Careers in Product Development• Job Titles:
Product Development Scientist Scientist
• Employers: Food processors Ingredient
manufacturers/suppliers Academia (Higher Education) Contract research
laboratories/development firms Self-employed/Consultant
• Responsibilities: Bench-top development Testing Plant scale-up Commercialization Troubleshooting
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 20
Want to learn more?
•Visit: http://www.ift.org http://school.discovery.com/foodscience/
•Find a Food Scientist: A database of IFT members who are willing to
provide more information about the field of food
science to you http://members.ift.org/IFT/Education/TeacherResources/findafoodscientist.htm
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 21
Questions?
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 22
Activity
Eating in (prepared meals, meal
kits) Premium, gourmet, and exotic
food Single-serve pre-made meals Food with texture, crispness, and
crunch Food for kids Low-calorie, lactose-free, gluten-
free and/or low-fat
Locally grown/organic/fair trade
produce Functional foods (with added
health benefits, e.g. with omega-
3-fatty acids etc.) Beverages Snacks
Sloan AE. 2007. Top 10 Food Trends. Food Technology. 61(4): 23-35.
• Your task is to create a new product that meets one of the Top 10 food trends of 2007. They are:
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 23
Activity
• Create a poster with the following information:• Product name• Product picture• Target market• Description of the product including:
- Package type (e.g. can, glass bottle, pouch in box) and - Serving size (e.g. single or multi-serve)
• Ingredients• Shelf-life
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 24
Scoresheet
Team Name: Judging Criteria Points
Possible Points Earned
Comments
Product Name: Is it descriptive? Is it new?
10
Product Picture: Is it descriptive? Is it new?
10
Target Market: Is the target market well defined? e.g. Did the team give an age range? Gender?
20
Product Description: Is it appealing? Is it new? Does it include the package type and serving size? Do the package type and serving size match the target group?
20
Ingredients: Does the ingredient list match the product description?
20
Shelf-Life: Is the shelf-life realistic?
10
Questions: Did they answer the questions completely?
10
Total Score
100
© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 25
References
• Brody AL and Lord JB. Developing New Food Products for
a Changing Marketplace. Lancaster: Technomic Publishing
Co., Inc, 2000.
• Rowan C. 2007. Record-Breaking Number of New Products
Flood Global CPG Shelves. Mintel International Group Ltd.
[Accessed on June 11, 2007 Published on January 23,
2007] http://www.mintel.com/press_release.php?id=254053
• Rudolph J. 1995. The Food Product Development Process.
British Food Journal. 97(3): 3-11.
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