All But Gluten All But Gluten Product Optimization ProcessProduct Optimization Process

All But Gluten All But Gluten Product Optimization ProcessProduct Optimization Process

Karen King & Associates Inc.Karen King & Associates Inc.

Defining Critical Performance Drivers Defining Critical Performance Drivers

through Sensory Discoverythrough Sensory Discovery

August 12.2013August 12.2013

Karen King & Associates Inc.Karen King & Associates Inc.

Defining Critical Performance Drivers Defining Critical Performance Drivers

through Sensory Discoverythrough Sensory Discovery

August 12.2013August 12.2013

Background, Objectives & MethodologyBackground, Objectives & MethodologyBackground, Objectives & MethodologyBackground, Objectives & Methodology

Weston has developed a line of “All but Gluten” products including chocolate chip cookies, white and whole grain breads. Recent competitive research against Udi’s products indicated Weston’s chocolate chip cookie and white bread did not receive the desired consumer preference rating, although their whole grain bread did achieve satisfactory results.

To better understand the sensory performance of these products, Karen King and her Sensory team were asked to develop Sensory Product Profiles and identify points of difference for: *ABG and Udi’s white and whole grain breads; plain and toasted *ABG, Udi’s and President Choice Chocolate Chip Cookies; PC to be used as a benchmark for any sensory characteristics that could lead to higher consumer satisfaction and a point of advantage.

Karen King was also asked to moderate a Sensory Discovery Session with the ABG Internal Team to review the Sensory Profiles and identify the range of critical sensory, functional and emotional performance drivers that could provide any points of advantage in the category.

The Sensory Discovery AgendaThe Sensory Discovery AgendaThe Sensory Discovery AgendaThe Sensory Discovery Agenda

Introductions - Team members are asked to summarize the current situation of this ABG project and their desired outcome for today’s meeting. - 15 minutes

Using past research results, there was “no optimization warranted” for ABG multigrain bread. However, the “optimization for the flavour and textural profile of ABG white bread and chocolate chip cookies was strongly recommended.”

Review of Sensory Profiles of White and Whole Grain Breads - 20 minutes

Sensory Discovery for Bread - 20 minutes. Address specific direction for product optimization with a focus on the potential sensory drivers and/or annoyance factors for the bread category

Review of Sensory Profiles of Chocolate Chip Cookies - 20 minutes

Sensory Discovery for Chocolate Chip Cookies - 20 minutes

Wrap up and Next Steps - 10 minutes

Past Research Executive SummaryPast Research Executive SummaryPast Research Executive SummaryPast Research Executive Summary

4

Multigrain Bread Performance•All But Gluten Multigrain Bread achieved all action standards for the category both untoasted and toasted. It performed particularly well for the moistness and softness of the slice (untoasted). There were no concerning diagnostic issues, although scores for the colour of the slice were slightly low.

White Bread PerformanceAll But Gluten White Bread did not meet action standards for the category both untoasted and toasted. It performed well for the moistness and softness of the slice (untoasted) but scored low on Overall taste. •Chocolate Chip PerformanceAll But Gluten Chocolate Chip Cookies failed to achieve the action standards. There were many concerning issues with the flavour and textural profile.

list any sensory attribute that could be Critical Performance Drivers

list its Functional Drivers. How does the product function?

list its Emotional Drivers. How does the product compare to the typical frame of reference?

list any Annoyance Factors or Point of Advantages

list the Justification Drivers for buying or eating this product While evaluating the Sensory Product Profiles;

The Sensory Discovery SessionLinking The Sensory Discovery SessionLinking Drivers of PerformanceDrivers of PerformanceWhile reviewing each Sensory

Profile:

Intensity Scale for Sensory Product ProfilesIntensity Scale for Sensory Product ProfilesIntensity Scale for Sensory Product ProfilesIntensity Scale for Sensory Product Profiles

Text

Plain White Bread Sensory Product Profiles Plain White Bread Sensory Product Profiles Udi’s All About Gluten

AROMA • Yeast, cooked rice, caramelized

APPEARANCE • Gray-beige, dense cake like appearance • Uniform 10 by 8cm shape with .2cm crust• Few uniform small surface holes• Pound cake smooth crust appearance• Minimal surface cracking

TOTALFLAVOURIMPACT

LOW

ORDER OF • Sweet - Low 4APPEARANCEOF NOTES

• Salt -Threshold 1• Citric - Threshold 1• Caramelized - Threshold 1• Yeast - Threshold 1

TIMING EARLY TO LATE WITH SWEETNESS PEAK IN MIDDLE

MOUTHFEEL •Moist, soft center with firm outside, chewy melt down & some granular residue

AFTERTASTE

Initial: • Sweet, Later: • Yeast, sweet

TEXTURE • Bread has soft resistance to bite with moderate grainy mouthfeel and breaks apart easily

AMPLITUDE LOW TO MEDIUM - Complex, baked cake type flavour

MAJOR DIFFERENCE

• Firm bite with a soft internal, pound cake like texture. The low sweet flavour extends through the flavour profile.

AROMA • Yeasty, slight toasted aroma

APPEARANCE • Creamy yellow center with golden brown crust• Irregular 10 by 10cm shape with .5cm crust• Airy, irregular shaped surface holes • Crusty Italian bread crust appearance with cracked surface

TOTALFLAVOURIMPACT

THRESHOLD TO LOW

ORDER OF • Yeast - Threshold 1APPEARANCEOF NOTES

• Toasted-Threshold to Low 3• Salt -Threshold 1• Sweet- Threshold .5

TIMING MIDDLE

MOUTHFEEL •Dry, rough surface with quick melt down & some grainy dryness and particles in mouth upon chewing. Light weight bread.

AFTERTASTE

Initial: • Yeast, slight toastedLater: • Yeast, slight toasted

TEXTURE • Bread has dry resistance to bite with slow melt down, low cohesiveness• Crumbly, dry residue of bread • Grainy, rough surface texture

AMPLITUDE LOW TO MEDIUM - dry, bland with familiar white bread notes.

COMMENTS: • Dry, rough surface texture with low flavour delivery

Toasted White Bread Sensory Product Toasted White Bread Sensory Product Profiles Profiles

Udi’s All About GlutenAROMA • Yeast, slight toasted

APPEARANCE • Slower to toastTOTALFLAVOURIMPACT

LOW

ORDER OF • Yeast - ThresholdAPPEARANCEOF NOTES

• Toasted-Threshold to Low• Salt -Threshold• Cooked rice - Low• Off note - Threshold/dirty/skunky• Sweet- Threshold to Low

TIMING MIDDLEMOUTHFEEL •Dry surface with quick melt down & some grainy drynessAFTERTASTE

Initial: • Yeast, slight toastedLater: • Yeast, slight toastedTEXTURE • Toast has firm, dense resistance to bite with slow

melt down, low cohesiveness and heavier weight and less crispness• Falls apart in mouth, clumps with crumbly residue upon chewing.

AMPLITUDE LOW TO MEDIUM - dry, bland with familiar white bread notes.MAJOR DIFFERENCE

• Dry, rough surface texture with detectable sweet note, heavier weight and just detectable rice “off note”

AROMA • Caramelized toasted notes

APPEARANCE • Toasts quickly and evenlyTOTALFLAVOURIMPACT

THRESHOLD TO LOW

ORDER OF • Yeast - ThresholdAPPEARANCEOF NOTES

• Toasted - Low• Cooked Rice - Threshold• Salt -Threshold• Sweet- Threshold

TIMING MIDDLE/ LATE

MOUTHFEEL Crispy with soft bite, some granular grains in mouthfeel and toothpack is minimal

AFTERTASTE

Initial: • ToastedLater: • Toasted

TEXTURETOASTED

• Toast has dry resistance to bite with slow melt down, low cohesiveness and light weight• Crunchy, dry residue of bread • Crispy, rough surface texture

AMPLITUDE LOW TO MEDIUM - dry, bland with familiar toasted white bread notes.

COMMENTS: • Lightweight toast with dry, crunchy surface texture and low flavour delivery of a toasted note

Flavour Attributes for White Bread Flavour Attributes for White Bread

ABG’s Cooked Rice Note When Toasted

ABG’s Early to Late Sweetness

ABG’ s Pound Cake Nuances

ABG’s Off Note

Flavour Attributes for White Bread Flavour Attributes for White Bread

Flavour Attributes for White Bread Flavour Attributes for White Bread

ABG’s Cooked Rice Note When Toasted

ABG’s Early to Late Sweetness

ABG’ s Pound Cake Nuances

ABG’s Off Note

Texture Attributes for White Bread Texture Attributes for White Bread

ABG’s pound cake-like texture is softer, smoother, heavier, melts down quicker, and has more cohesiveness, adhesiveness and mouth coating than Udi’s

AROMA • Yeasty, slight toasted aroma

APPEARANCE • Creamy yellow center with golden brown crust• Irregular 10 by 8cm shape with .5cm crust• Airy, irregular shaped surface holes • Crusty Italian bread crust appearance with cracked surface

TOTALFLAVOURIMPACT

THRESHOLD TO LOW

ORDER OF • Yeast - Threshold 1APPEARANCEOF NOTES

• Toasted-Threshold to Slight 2• Salt -Threshold 2• Sweet- Threshold .5

TIMING MIDDLE

MOUTHFEEL •Dry surface with quick melt down & some grainy dryness.AFTERTASTE

Initial: • Yeast, slight toastedLater: • Yeast, slight toasted

TEXTURE • Bread has dry resistance to bite with slow melt down, low cohesiveness• Crumbly, dry residue of bread • Grainy, rough surface texture

AMPLITUDE LOW TO MEDIUM - dry, bland with familiar white bread notes.

COMMENTS: • Dry, rough surface texture with low flavour delivery

AROMA • Yeasty, cooked rice, caramelized, sunflower notes

APPEARANCE • Beige, dense cake like appearance with flax and sunflower seeds• Uniform 10 by 8cm shape with .2cm crust• Uniform small surface holes with brown flax and beige seeds• Pound cake crust smooth appearance

FLAVOURIMPACT

LOW

ORDER OF • Sweet - Slight 5APPEARANCEOF NOTES

• Cooked Rice-Threshold to Slight 3• Salt -Threshold 1• Caramelized Baked Note - Threshold to Slight 2• Cooked Milk - Threshold 1• Sunflower Seed - Slight 5• Yeast- Slight 5

TIMING EARLY/LATEMOUTHFEEL •Moist surface with quick grainy, chewy melt down

& some granular residue with crunchy seeds and flax

AFTERTASTE

Initial: • Sweet, sunflowerLater: • Yeast, sweetTEXTURE • Bread has soft resistance to bite with moderate grainy

melt down, low cohesiveness with particles of sunflower seeds • Slightly moist surface texture, with quick crumbly residue melt down• Grainy mouthfeel with noticeable crunchy sunflower seeds

AMPLITUDE MEDIUM - Complex, baked cake flavours

MAJOR DIFFERENCE

• Soft, somewhat sticky texture with a cake bread appearance and texture. The low sweet flavour extends through the flavour profile.

Plain MultiGrain Bread Sensory Product Plain MultiGrain Bread Sensory Product Profiles Profiles

Udi’s All About Gluten

AROMA • Caramelized toasted notes

APPEARANCE • Toasts quickly and evenly

TOTALFLAVOURIMPACT

THRESHOLD TO LOW

ORDER OF • Yeast - Threshold 1APPEARANCEOF NOTES

• Toasted - Slight 5• Salt -Threshold 1• Sweet- Threshold to Slight 2

TIMING MIDDLE/ LATE

MOUTHFEEL Crunchy surface with quick melt down & some grainy dryness.AFTERTASTEInitial: • ToastedLater: • Toasted

TEXTURETOASTED

• Toast has dry resistance to bite with slow melt down, low cohesiveness• Crunchy, dry residue of bread • Crispy, rough surface texture

AMPLITUDE LOW TO MEDIUM - dry, bland with familiar toasted white bread notes.

MAJOR DIFFERENCEAND COMMENTS:

• Dry, crunchy surface texture with low flavour delivery of a toasted note

AROMA • Yeast, cooked rice, caramelized, sunflower

APPEARANCE Slow to toastTOTALFLAVOURIMPACT

LOW

ORDER OF • Sweet - Threshold to Slight 4APPEARANCEOF NOTES

• Cooked Rice-Threshold to Slight 4• Salt -Threshold 1• Caramelized Baked Note - Slight 5• Toasted - Slight 5• Sunflower Seed - Slight 5• Yeast- Slight 5

TIMING EARLY/LATE

MOUTHFEEL •Moist, soft center with firm outside, chewy melt down & some granular residue

AFTERTASTE

Initial: • Sweet, sunflower, toastedLater: • Yeast, sweet

TEXTURE • Toast has firm resistance to bite with soft, moist internal cavity• Later, grainy mouthfeel with noticeable crunchy sunflower seeds

AMPLITUDE MEDIUM - Complex, baked cake type flavour

MAJOR DIFFERENCEAND COMMENTS:

• Firm bite with a soft internal, pound cake like texture. The low sweet flavour extends through the flavour profile.

Toasted MultiGrain Bread Sensory Product Toasted MultiGrain Bread Sensory Product Profiles Profiles

Udi’s All About Gluten

Flavour Attributes for Whole Grain Bread Flavour Attributes for Whole Grain Bread

ABG’ s Plain Whole Grain has a cooked rice and milk notes

ABG’ s Toasted Whole Grain has a sweeter note than plain

Flavour Attributes for Whole Grain Bread Flavour Attributes for Whole Grain Bread

Flavour Attributes for Whole Grain Bread Flavour Attributes for Whole Grain Bread

ABG’ s Plain Whole Grain has a cooked rice and milk notes

ABG’ s Toasted Whole Grain has a sweeter note than plain

The Sensory Discovery SessionThe Sensory Discovery SessionLinking Drivers of Performance for BreadLinking Drivers of Performance for Bread

The Sensory Discovery SessionThe Sensory Discovery SessionLinking Drivers of Performance for BreadLinking Drivers of Performance for Bread

• What are meaningful appearance, aromatics, texture and flavour sensory differences?

• Review Amplitude: Complexity, Intensity, Balance and Appropriateness of Notes

• What are potential critical to performance drivers including Sensory, Emotional, Functional & Justification?

• Review the potential importance to satisfaction of the critical performance drivers identified

White Bread Udi’s Plain Udi’s Toasted ABG Plain ABG Toasted

Appearance

Aroma

Texture

Mouth feel

Flavour:

Intensity

Delivery

Balance

Beginning

Middle

Finish

A Sensory Review Sheet for Critical Performance A Sensory Review Sheet for Critical Performance Drivers Drivers

AROMA • Sweet chocolate • Coconut

APPEARANCE • Light under cooked beige colour• Plump, irregular round shaped• Approximately 1/4 of surface shows dark brown chocolate chips which have some surface gloss • Dry cookie surface with slight surface residue • Minimal surface cracking

TOTALFLAVOURIMPACT

LOW TO MODERATE

ORDER OF • Sweet - Moderate 9APPEARANCEOF NOTES

• Coconut-Threshold to Slight 2• Salt -Threshold 1• Butterscotch- Slight 5• Milk Chocolate - Slight to Moderate 7• Baked Dough - Threshold to Slight 2

TIMING EARLY/LATEMOUTHFEEL •Dry surface with quick buttery melt down

& some astringency.

AFTERTASTE

Initial: • Sweet, butterscotch Later: • Milk chocolate, butterTEXTURE • Cookie has slight resistance to bite with moderate

melt down, low cohesiveness• Slightly grainy, chalky cookie with moderate melt down• Quick melt down of chocolate chips with minimal cohesiveness, some tooth pack

AMPLITUDE MEDIUM - Sweet, milk chocolate, butterscotch

MAJOR DIFFERENCEAND COMMENTS:

• Tight early, sweet complexity that lingers with buttery melt down than PC. Less crispy.

AROMA • Bitter sweet chocolate • Butter

APPEARANCE • Dark brown, dense cookie• Irregular 6cm round shaped, flat cookie• Approximately 1/4 of surface shows dark brown chocolate chips which have some surface gloss • Some visible deep brown baked spots • Dry cookie surface with slight surface residue • Minimal surface cracking

TOTALFLAVOURIMPACT

LOW TO MODERATE

ORDER OF • Sweet - Slight to Moderate 6APPEARANCEOF NOTES

• Butter-Threshold 1• Salt -Threshold 1• Dark Chocolate - Slight 5• Threshold to Slight 2• Molasses - Threshold to Slight 2 • Bitter- Threshold to Slight 3

TIMING EARLY/LATEMOUTHFEEL •Chewy, soft, sticky, with slight residue in mouth and some toothpackAFTERTASTE

Initial: • Sweet, sweet bitter chocolateLater: • Bitter chocolate, butterTEXTURE • Cookie has firm resistance to bite with moderate

melt down, low cohesiveness• Slight adhesive residue of cookie • Quick melt down of chocolate chips with minimal cohesiveness

AMPLITUDE MEDIUM - slow to deliver, but complex flavourMAJOR DIFFERENCEAND COMMENTS:

• Complex, but slow to deliver flavour of dark chocolate, less buttery melt down than PC • Slight bitter chocolate finish

Chocolate Chip Cookies Sensory Product Chocolate Chip Cookies Sensory Product Profiles Profiles

Udi’s All About Gluten

AROMA • Bitter chocolate liquor and butter aromaAPPEARANCE • Uniform baked appearance and consistent cookie size

• 1/4 of surface with chocolate chips versus ½ of surface covering • Some visible deep brown baked spots • Dry cookie surface with slight surface residue • Minimal surface cracking

TOTAL

FLAVOURIMPACT

MODERATE TO HIGH

ORDER OF • Sweet - Slight 5

APPEARANCEOF NOTES

• Butter - Slight 5• Coconut - Threshold to Slight 4• Salt -Threshold 1• Threshold to Slight 2• Over roast- Threshold to Slight 3• Dark Chocolate - Slight to Moderate 6• Chocolate Liquor - Slight 5• Bitter- Threshold to Slight 3

TIMING EARLY/VERY LATEMOUTHFEEL

TEXTURE

•Crisp surface with quick buttery melt down & some astringency. Firm, low cohesive cookie, quick melt down• Cookie has slight resistance to bite with moderate melt down, low cohesiveness and crispy texture • Quick melt down of chocolate chips with minimal cohesiveness

AMPLITUDE LOW TO MEDIUM - dry, bland with familiar toasted white bread notes.MAJOR DIFFERENCE& COMMENTS:

• Dry, crispy surface texture

Chocolate Chip Cookie Sensory Product Profile Chocolate Chip Cookie Sensory Product Profile President’s Choice

Flavour Attributes for Chocolate Chip Cookies Flavour Attributes for Chocolate Chip Cookies

Flavour Attributes for Chocolate Chip Cookies Flavour Attributes for Chocolate Chip Cookies

Flavour Attributes for Chocolate Chip Cookies Flavour Attributes for Chocolate Chip Cookies

Texture Attributes for Chocolate Chip Texture Attributes for Chocolate Chip Cookies Cookies

Udi’s soft cookie melted in your mouth with a buttery mouth feel, whereas PC had a crisper cookie and was more firm than ABG. PC and ABG’s darker appearance and larger cookie were more similar.

Chocolate

Chip CookiesUdi’s ABG PC

Appearance

Aroma

Texture

Mouth feel

Cookie & Chip

Flavour

Intensity

Delivery

Balance

Beginning

Middle

Finish

A Sensory Review Sheet for Critical Performance DriversA Sensory Review Sheet for Critical Performance Drivers

The Sensory Discovery SessionThe Sensory Discovery SessionLinking Drivers of Performance for CookiesLinking Drivers of Performance for Cookies

The Sensory Discovery SessionThe Sensory Discovery SessionLinking Drivers of Performance for CookiesLinking Drivers of Performance for Cookies

• What are meaningful appearance, aromatics, texture and flavour sensory differences?

• Review Amplitude: Complexity, Intensity, Balance and Appropriateness of Notes

• What are potential critical to performance drivers including Sensory, Emotional, Functional & Justification?

• Review the potential importance to satisfaction of the critical performance drivers identified

Wrap Up and Next StepsWrap Up and Next StepsWrap Up and Next StepsWrap Up and Next Steps

Identify product development or research next stepsIdentify what could be done to: increase the degree of satisfactiondecrease the lack of fulfillmentmake the smallest changes that could make the biggest impact