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POWER-POPS(®)

KurtzDessertz, Inc.

ABOUT US

About Us

Here at KurtzDessertz, we strive to create delicious products that will satisfy the needs of every consumer; whether they are vegan, lactose-intolerant, allergic to soy, wheat, eggs, dairy, peanuts, or tree nuts. We focus on developing products of the highest-standards and on ensuring they contain important nutrients so our customers can be both, healthy and happy.

Meet Our Team

Kurt Nagata

Processing Manager

Gerry Pedro

Marketing Director

Mariana Garcia

Project Manager

Meet Our Team

Viral Shukla

Safety & Regulatory Manager

Choco Chai

Formulation Lead

IFTSA & Mars Product Development Competition 2019

Points Breakdown

20% Product Description

20% Process Description

20% Technical Problem Solving

15% Safety/Shelf-Life

10% Originality

10% Economic Feasibility

5% Marketing

Competition Guidelines

  • Entries must consist of a proposal for a new food product
  • Evaluated on the potential success of product in today's market and technical problem-solving skills

Our Product

Berry

Frozen

Dairy-free

Our Product

Chocolate

Plant-based

Protein

Power-Pops

Nutrition Label and Claims

  • Low calories and fat for a frozen dessert
  • Less than 200 calories per pop
  • 6 grams of plant-based protein
  • 5 grams of fiber
  • 10% DV Calcium
  • 20% DV Iron

One Pop For All...

Target Consumers

Developed with all consumers in mind, whether:

  • Vegan
  • Lactose intolerant
  • Allergic to soy, dairy, wheat, tree nuts or peanuts
  • Nutrient dense dessert
  • High appeal to plant-based diet consumers
  • "Healthier dessert"

Formulation

Excellent source of total, essential and BCAA (Glutamic A, Aspartic Acid)

(Salvia hispanica) Excellent source of fiber (40%w/w)

Raspberry Layer

25% Water

7% Raspberries

4.4% Sugar

2.4% Chia Seeds

1.4% Maqui Powder

0.2% Citric Acid

Chocolate Drizzle

6.7% Dark Chocolate (69 cacao%)

Ingredient Functionality

Chocolate Layer

41% Rice Milk

3.4% Brown Rice Protein

2.0% Sugar

1.6% Erythritol

1.5% Maltodextrin

1.5% Inulin

1.2% Cocoa Powder

0.5% Gum Acacia

0.7% Vanilla Flavoring

0.2% Xanthan Gum

0.1% Salt

0.001% Sucralose

"Super-fruit", high in antioxidants (anthocyanins)

(Aristotelia chilensis)

Antioxidants- flavonols (epicatechin, catechin, and procyanidins)

Packaging

  • Designed to prevent oxidation and breakage
  • Product should be kept frozen at -18°C or below.

Primary Packaging: Low-density polyethylene bag

Secondary Packaging: Paperboard box

Packaging

Processing & Safety

Equipment

Process Description

Ingredients for Dry Storage

Scale

Rotor-Stator Mixer

Insulated Holding Tank

Chocolate Layer

Batch Freezers

Ingredients For Refrigeration

Scale

Chocolate Layer

Depositers

Scale

Storage of Dry Ingredients

Rotor-Stator Mixer

Insulated Holding Tank

Raspberry Layer

Batch Freezers

Scale

Storage of Frozen Ingredients

Fruit Pulper

Depositers

Chocolate and Raspberry Layer Molding

Chocolate Coating

Ingredients for Dry Storage

Depositer

Mold/Hardening

Molding/Coating

Packaging

Coating

Scale

Melting

Storage

Safety & Testing

Safety

Testing

HACCP

CCP1&2 Chilling

CCP3 Metal detection

HACCP

Safety

Long shelf life due to frozen state

  • Maintain Cold Chain
  • Keep Frozen below -18 Celsius

Shelf-Life & Safety

Objective Tests

Technical Challenges in Power-Pop Formulation and Processing

Technical Challenges

Cost Analysis & Sensory

$4.04 for a pack of three Power-Pops!

Cost of Ingredients

Raw Material

  • $1.03

Overheads

  • $3.02

Retail

  • $4.04

Sensory Analysis

  • RedJade Sensory Software

  • Two sensory evaluation sessions

  • Evaluate demographics, acceptance, and purchase intention

  • 5-point Just About Right

  • 9-point overall liking scale

  • picture of final product for reference
  • 100 panelists
  • 34% consumed frozen desserts once a week

  • Results
  • Overall opinion 6.08
  • Overall liking of flavor 6.02±1.61
  • Purchase intent 36.0% -> 51%

Test #1

Test #2

  • 18 panelists
  • 38.9% consume frozen dessert once a week
  • 22.2% consume plant based products everyday
  • Results
  • Overall opinion 6.89
  • Overall liking of flavor 7.11±1.37
  • Purchase intent 50% -> 66.7%

Power-popping potential

Our Market Potential & Strategies

Power-pop has strong market potential because we cater to upward market trends while staying competitive with our nutritional claims, price and sustainability.

Upward Trends

Market Potential

  • Plant Based Ice Cream

  • Dairy-free Alternatives

  • "Dietary Deliverables"
  • 63% adults want more fiber
  • 60% more protein
  • Power-pop contains 6 g plant-based protein & 5 g fiber with the use of no animal-based products

Major Competitors

Saturated Fat:

Daiya

9 grams (45% DV)

Contains:

Coconut

$6.49/3 servings

Magnum

10 grams (50% DV)

Coconut, Almonds

$4.99/ 3 servings

So Delicious

10 grams (50% DV)

Cashew, Coconut

$5.29/4 servings

Haagen-Dazs

8 grams (40% DV)

Coconut, Soy

$4.29/3 servings

Coconut Bliss

9 grams (45% DV)

Coconut

$6.49/4 servings

Competitive Framework

Saturated fat: 2.5 grams (13% DV)

No major allergens

Good Source of fiber, protein, iron & calcium

$4.04/ 3 servings

Marketing Strategy

Psychographic Market Segmentation

  • Population of consumers who value health & environment

Branding

  • Brand as healthy alternative to conventional ice cream products
  • Product Claims

Distribution Channels

  • Retail Channel
  • Supermarkets & Grocery Stores
  • Consumer Channel
  • Direct online local purchase from website

Marketing Plan & Strategies

Thank you!

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