© 2007 Institute of Food Technologists Product Development 101 Speaker Name Speaker Title Date (optional) Speaker Name Speaker Title Date (optional)

© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists

Product Development 101Product Development 101

Speaker NameSpeaker Title

Date (optional)

Speaker NameSpeaker Title

Date (optional)

© 2007 Institute of Food Technologists© 2007 Institute of Food Technologists 2

Agenda

• Types of “New” Products

• The Product Development Team

• Product Development Process

• Activity


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


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


How does a new product get created?


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


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


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


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


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



• 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



• 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.


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


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


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


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?)


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!


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


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


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


Questions?


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:


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


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


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.

http://www.mintel.com/press_release.php?id=254053

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© 2007 Institute of Food Technologists Product Development 101 Speaker Name Speaker Title Date (optional) Speaker Name Speaker Title Date (optional)