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7 Steps in Food Product Development

Food Product Development Stage 6 Food Technology Revision
by

carly saunders

on 23 June 2013

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Transcript of 7 Steps in Food Product Development

7 Steps in Food Product Development
Design Brief
A useful design brief will enable a food manufacturer to define
consumer market needs
and the
price
the market will pay for a specific food product.
1. Idea Generation and Screening
IDEA GENERATION:

Sometimes new products arise from
market research
. Feedback can provide insight into
market needs
and gaps in product ranges.
2. Market Research
Market research
assesses the likelihood of consumer acceptance of those products considered worthy enough to continue to this stage of the process.
3. Product Specifications
Product specifications
are precise descriptions of the
characteristics
a manufacturer wants in their product.
They are derived from the outcomes of the first two steps, idea generation and screening and market research.
5. Production Process Development
Production Process Development
involves the necessary changes to adapt manufacturing resources. In some cases it is minimal, e.g. line extensions based on new flavours. However if the new product is different to the product range this may involve
changes to factory layout
,
processing methods
and
level of training.
A component of this is the manufacturers
mission statement.
This
mission statement
relates to company policies and goals which provide guidance for new food product development.
Mission statements
are relatively brief and relate to company policy, product range and target markets.
The design brief helps to
provide direction
to product development teams which is important because it decides whether the project should be continued at early stages which is imperative as it is a
costly process
and many new products fail.
Ideas can also come from recipe books or media items about food. Internally a company may do
brainstorming sessions
. This involves
research and development
staff and also production, purchasing, managing and marketing personnel. All ideas are recorded, no matter how ridiculous, as they may be useful later, for e.g. when technology improves.
1. Idea Generation and Screening
SCREENING:
Screening is basically about
constraints
for the development of the new food product. There are fewer
constraints
for me-too products. Line extensions have more
constraints
and New-to-the world have the greatest amount of constraints.
Constraints
could be:
Financial
Processing
Product
Marketing
Company
Ethical and Legislative
Constraints
could be:
Skills
Recipe
Equipment
Packaging
Ingredients
Time
Market
Competitors
Distribution
Market research
involves asking consumers what they want and whether they should modify the concept or discontinue at this stage.
Market research
involves market surveys. These surveys may use organised consumer discussion groups or focus groups. Field reports may be undertaken for example interviews with salespeople who can advise about what consumers are buying, levels of market acceptance and satisfaction with existing ranges. It may also involve taste panels e.g. in supermarkets.
Market research
is looking for:
Consumer market characteristics e.g. demographics- age, gender, family size, economic status, level of education. Geographic points of sale e.g. urban, suburban, rural, remote.
Market research
involves primary market research which is collection of original data and secondary market research e.g. looking at Australian Bureau of Statistics. It is less expensive.
2. Market Research
Market research
must interview a sufficient number of consumers to be statistically meaningful. There are two types of sampling for this reason-
Non-probability
(which is what you did for your pie) where you ask friends, relatives and neighbours or volunteers.
Probability sampling
is often based on location(e.g. at shopping centres) and can be more specific in questioning.
Once
market research
is undertaken a company may use a
marketing information system
to gather data. These are the four basic components of a
marketing information system
:
1.Collection of
internal company data
including accounting and sales records.
2. Market intelligence regarding
competitor products
like retail sales and prices.
3. Market research using
primary and secondary data
.
4. Effectiveness of
promotional strategies
currently in the marketplace e.g the success of products already on the market.
Market research
may indicate that the product will not succeed and thus the product will
discontinue.
This may be because the market is
too small
, too many competitors, development
costs
are too high, it is outside of company
experience
.
Product specifications
are for the manufacturers benefit, not just addressing consumer requirements. The specifications will depend on
internal
company factors such as
financial status
and
technology
.
Product specifications
can be complicated to establish, they may include
processing methods
,
packaging
,
quality assurance
and
quality control
and even
target market
.
4. Feasibility Study
Feasibility study
is conducted after product specifications. The purpose is to determine whether a new product idea will be profitable and if its manufacture is technically possible. If these 2 questions are no, then the new product is
discontinued
.
The
financial feasibility
study is the determination of a
'break-even point'
based on the costs of development, marketing, production, delivery versus the volume of sales required to make a profit. One issue here is predicting a realistic level of sales. Market demand, likely market share and competing products are all considered.
4. Feasibility Study
The
Technical Feasibility
study requires knowledge about whether processing equipment is available, and whether the current staff can produce this new product.
The
Technical Feasibility
study requires an assessment of both
internal and external
factors.
Analysis of:
* Availability and
suppliers of ingredients
* Appropriate
staff
,
equipment
,
technology
* If it is necessary to develop new technology/equipment.
* Time and money requirements
* Time and cost to develop quality assurance procedures.
Production Process Development
will go a lot smoother if
quality control and quality assurance
are met so that the right ingredients, staff and processing equipment are used to ensure quality of factory output.
6. Development of a prototype
Development of a prototype
involves the creation of a model of the new product concept for broad-based market testing. Extensive product and market research can establish whether ingredients will perform well under manufacturing conditions. Any modifications will then become apparent at this step.
Development of a prototype
is important as there is a big difference in processing small batches under kitchen conditions than in larger condition batches.
Producing larger quantities will enable
widespread testing
of
ingredient formulation
,
processing conditions
,
product specifications
like
storage
conditions and
packaging
.
7. Testing of product prototype
Testing of product prototype
occurs when commercial batches of the prototype become available for deeper consumer and market evaluation.
During this final step the prototype is tested to ensure it meets
Australian Food Standards and export regulations (AQIS)
as well as
consumer and market needs
.
Testing of product prototype
is now in a form which can be felt, tasted in consumer evaluation and subjected to laboratory testing and modification.
Packaging
and
label design
may be refined,
nutrition and ingredient panels
are formed, testing of the package in a variety of conditions is conducted as is
storage requirements
.Sensory testing is completed by small focus groups.
Small scale product launches
are often used to check market acceptance and small changes are made on completion.
Prototype development: Small scale
Prototype development: Large scale
Use of Quality Control: Bun Imaging
Small scale product launches help decide
whether a product will succeed in the market
with less financial risk.

Focus group
Sensory Testing
Full transcript