FST 407: Food Product
Development
3 units
Dr Mrs J. M. Babajide
Department of Food Science and Technology,
University of Agriculture, Abeokuta
Course requirements:
CAT: 20%
Course Project: 20%
Exam: 60%
70% Class attendance compulsory
LECTURE 1 Introduction
Course Philosophy
•The commercial end result of Food Science and
Technology is the delivery of acceptable foods to
consumers.
•This course will immerse students in the product
development process using the product development
team approach that is prevalent in the food industry.
• Students will be required to acquire the knowledge
necessary to successfully complete their project
assignment.
•As in the industry, achievement of team goals will be
rewarded.
Expected outcomes for the course….
Students must
1. Be able to identify the processes and stages required to bring
a new food product from conception to commercialization.
2. Have produced in the laboratory a prototype of a new product
that has a high probability that it could be produced
commercially.
3. Be aware of the dynamics of working on a product
development team.
4. Understand how to write a product formula and finished
product specifications.
5. Know what technical and scientific data must be available
before a product can be manufactured.
6. Be aware of the dynamics of working on a product
development team.
WHAT IS A PRODUCT ?
•Product - A product is a good, service, or idea
consisting of a bundle of tangible and intangible
attributes that satisfies consumers and is
received in exchange for money or some other
unit of value.
•Product Attributes - The characteristics by
which products are identified and differentiated.
Product attributes usually comprise features,
functions, benefits, and uses.
LECTURE 2
The Product development process can
be divided into three segments
•Concept
•Prototype
•Final Product
Development of 3 products for concept evaluation
Students to:
• Come to the next class with lots of product
ideas
• Share your ideas with your team mates
and reduce number of ideas
• Condense the list to 3 by the end of the
first laboratory period
• Begin concept testing during second lab.
period
Why Group Projects?
• Students often learn better from each other
• Work from a well-functioning group is better and
more complete than any individual’s work
• Develop group interaction skills
• Real situation in today’s food industry
LECTURE 3
IDEATION TESTING
One of the most important aspects of product
development in the soundness of the development of
the concept.
Common methods for evaluating concepts include:
•Perceptual Map
•Gap analysis
•Product attractiveness score.
LECTURE 4
What is a Product Development Process?
• Stage Gate Process
– Developed by Robert Cooper/ McGill University
– Stage-Gate Product Development processes builds on
Robert Cooper's studies of over 2,000 projects to
identify the best practices in new product development.
• Stage-Gate is a template, or roadmap, for driving new
product projects from idea to launch and beyond.
• It is one of the world's most widely used processes across
multiple industries.
What is a Product Development Process?
How it works:
New product development begins with an idea and ends with the
launch of a new product.
The steps between these points can be viewed as a systematic product
development process. The Product Development Process divides these
into a series of stages.
Stages
0
1
1
2
2
3
3
Gates
4
4
5
5
6
6
Why a Product Development Process?
•
•
•
•
Reduction of Risk
Better Management of Resources
Repeatability of Development
Focus on Decision Making
What are the components of a Product Development Process?
Stages:
• Each stage contains a set of prescribed and
concurrent activities, incorporating industry best
practices. The activities during a stage are executed
in parallel, not in sequence.
• Each
stage
is
preceded
by
a
gate.
What are the components of a Product Development Process?
Gates:
• Gates are the points in the process where a decision must be made.
The gate-keepers can choose to Go, Kill, Hold, or Recycle the project.
• It is where project prioritization and resource allocation decisions are
made. At the end of a gate meeting, a decision must be reached. If
the decision is Go, this ensures resource commitments and support
from the management.
What are the components of a Product Development Process?
Gatekeepers:
•
Gatekeepers are the team of senior management who make
Go/Kill decisions at gates.
What does a Typical Stage-Gate Process look like?
“It’s a Funnel”
Concept
Idea
0
1
• Detail:
more
1
Scale Up
Develop Test/
Validation
Business
Case
2
2
3
3
4
4
Post
Launch
Audit
Launch
5
5
6
6
As you move from beginning to end the data gets
detailed.
• Mindset: The first few stages focus on creativity and new
ideas.
• The last few stages focus on execution and analyses.
Overview of a Typical Product Development Process
0
•
•
•
•
•
•
•
1
1
2
2
3
3
Stage 0 Discovery/ Ideation
Stage 1 Concept
Stage 2 Build Business Case
Stage 3 Development
Stage 4 Testing & Validation
Stage 5 Launch
Stage 6 Post Launch Audit
4
4
5
5
6
6
Key Decisions throughout the Process
•
•
Stage 0: Idea/ Planning and Situation Analysis
Gate 1: Decision to do a preliminary investigation
Stage 1: Preliminary investigation/ Consumer Needs &Idea Generation
Gate 2: Decision to build a business case
•
Stage 2: Detailed investigation and business case/ Concept Development
Gate 3: Decision to go into development
Stage 3: Development/ Feasibility Confirmation
Gate 4: Decision to go into testing and validation
•
Stage 4: Testing and validation/ Scale up Confirmation
Gate 5: Decision to go into full production and market launch
Stage 5: Full launch and final report/Product Launch
Gate 6: Project Termination
•
Stage 6: Post Launch Audit/ Key Learning’s
Key Questions to answer all the way through
–
–
–
–
Does Someone want the product?
Can We sell the product?
Can We make the product?
Can We make money at this?
LECTURE 5
What Drives Success?
#1
• Unique and Superior Product
• Differentiated Product
• Delivers unique Benefits
• Delivers Superior value to the Consumer
Type of Product
Me Too
Moderate Advantage
Superior
% Succeed Market Share Profit Rating
18.4%
11.6%
2.6/10
58.0%
32.4%
5.8/10
98.0%
53.5%
8.4/10
What Drives Success?
# 2 Strong Market Orientation. Market driven and
consumer focused. --- Good Market research
# 3 International Orientation
Global vs Glocal
# 4 Pre Development Homework
# 5 Sharp and Early Product/ Project Definition
# 6 Well Conceived Market Launch
# 7 The Right Organizational Structure
# 8 Top Management Support
# 9 Leveraging Core Competencies
# 10 Projects Aimed at Attractive Markets
The Cost of being Second…Can be High
Order Entry
Sales as % of Entrant # 1
1
100%
2
70-75%
3
55-65%
4
50-55%
5
45-55%
6
40-50%
General Reasons for New Product Failure
% Citing Reasons for Failure
•
•
•
•
•
•
•
•
45% Marketing Analysis
30% Product Problems or Defects
25% Marketing Efforts not Enough
18% Higher Costs than Expected
17% Competitive Strength or Reaction
15% Poor Timing of Introduction
11% Technical or Production Problems
22% All Other
Source: Robert Cooper 2003
LECTURE 6
Turning a Concept into a Product
OBJECTIVES
• TO DETERMINE HOW THE CONCEPT CAN BE
TURNED INTO A PRODUCT
• TO OBTAIN AN INITIAL PRODUCT FOR
EVALUATION
• TO UNDERSTAND ALL FACTORS AFFECTING
PRODUCT ATTRIBUTES
• TO SCREEN INGREDIENTS AND FORMULATIONS
• TO ASSESS PROCESSING REQUIREMENTS
• TO ASSESS PACKAGING AND STORAGE NEEDS
Steps in the Process
• Protocept
• Prototype
• Final Product
PROTOCEPT DEFINITION
• A protocept is the product developed in the
laboratory to meet the promises of the
product concept
• Protocept can be developed through
interation until ready for prototype
development
• Protocepts may not be technically feasible
PROTOTYPE DEFINITION
• A Prototype is The Outcome of a Protocept,
Generally Optimized Through Pilot Plant
Trials
• Generally Utilizes Appropriate Statistical
Designs for Optimization at the Pilot Plant
Scale
• Prototypes are technically feasible
PROTOCEPT DEVELOPMENT
•
•
•
•
•
•
•
•
•
•
•
Interpretation of the Concept
Product Attributes
Formulation – Ingredient Selection
Processing Steps and Conditions Established
Specifications
Product Assessment
Packaging
HACCP
Shelf Life Evaluation
Pricing
Consideration Of Regulation Compliance
LECTURE 7
SCALE-UP
• Definition
– Act of using results obtained from laboratory
studies for designing a prototype and a pilot
plant process; construction a pilot plant and
using pilot plant data for designing and
constructing a full scale plant or modifying an
existing plant
Steps in Scale-Up
• Define product economics based on projected market
size and competitive selling and provide guidance for
allowable manufacturing costs
• Conduct laboratory studies and scale-up planning at
the same time
• Define key rate-controlling steps in the proposed
process
Steps in Scale-Up
• Conduct preliminary larger-than-laboratory studies
with equipment to be used in rate-controlling step to
aid in plant design
• Design and construct a pilot plant including provisions
for process and environmental controls, cleaning and
sanitizing systems, packaging and waste handling
systems, and meeting regulatory agency requirements
• Evaluate pilot plant results (product and process)
LECTURE 8 SPECIFICATIONS
• DEFINITION (WEBSTER’S NEW
COLLEGIATE DICTIONARY)
– “SPECIFY” – 1: to name or state explicitly or
in detail
– 2: to include as an item in a specification
Components in specifications
• Composition
• Safety
• performance
LECTURE 9
HOW TO RUN A PLANT TRIAL MODULE
• To learn about the need for plant trials
• To learn the basic steps in running a plant
trial
• To hear some advice on mistakes to avoid
PLANT TRIAL DEFINITION
A Plant Trial is a test production run on
commercial scale equipment intended to
validate the process defined to make a
product and the scale-up calculations used.
WHEN DO YOU RUN A PLANT TRIAL?
• After a process has been defined in the pilot
plant
• Before a product launch
• When you need product for a consumer test
BASIC STEPS IN CONDUCTING A PLANT TRIAL
1.
2.
3.
4.
5.
6.
7.
8.
Define objectives
Plan trials
Schedule plant time
Brief plant management
Brief and train operators
Conduct trial
Evaluate product
Debrief plant management
Process Flow Sheet and Process Optimization Module
• Know what a process flow chart is
• Understand the need to optimize process
conditions
A Flow Chart is a schematic depiction of the
process required to make a given product. It
contains all the information needed for process
scale-up, design and cost determination.
LECTURE 10
Packaging Considerations Module
• To learn Product Development’s role in
developing new packages
• To learn what factors to consider for new
packaging
Product Development Priorities
Product Protection
 Through Distribution
 Through Shelf Life
 Through Consumption
 Thick Package Walls
Functionality
 Clear Use Instructions
 Easy to Open
 Easy to Handle
 Resealable
 Storable
Package Safety
 Non-breakable
 Sanitary
Marketing Priorities
•
•
•
•
•
•
•
•
Big Front Panel
Large Print Size
Billboard Possibilities
Consumer Friendly Language
Branding
Package Clarity
Differentiating
Attractive
Purchasing Priorities
•
•
•
•
Low Cost
Multiple Suppliers
Long Relationships
Thin Wall Packages (Light weighted)
Legal Priorities
Legal
 Name
 Company Address
 Net Weight
 Ingredient Label
 Nutritional Label
 Claims
Contingent Language (“may contain peanuts”)
Big Principal Display Panel
Large Print
Common Name
No Small Parts
Enemies of Packaged Food Quality
Light
Oxygen
Water
Insects and Rodents
Microorganisms
 Bacteria
 Yeasts and Mold
Time
Temperature
People and Transportation
KEY TO NOTE
• Start Package development early because
it can be a very complex process
requiring compromises and trade offs.
LECTURE 11
PRODUCT PERFORMANCE OBJECTIVES
• To understand the factors that control the
performance of a food product
• To know when, where, how and what to
evaluate to determine performance
Rollout
When are you ready?
• Advertising and promotional strategies –in
place, taking into account competition and
consumer response in test markets- roll of
advertising agencies or in-house groups.
• Pricing strategy for product vs.
competition?
• Manufacturing process yield products
meeting
consumer acceptance, quality, safety, shelf
life, cost, and regulatory requirements.
Measures of Rollout Success
• Return on investment analysis
• Consumer reaction – did they like it?,
repeat purchases?
• Sales volume , market penetration, market
share? Did they meet goals?
• Pay-back, did profits meet objectives?
Each group shall submit a developed
product with a well written report at the
end of the course work as COURSE
PROJECT.