Case Studies in Food Product Development

cover.gif......Page 1
Front Matter......Page 2
Part VII. Education for New Product Development......Page 0
Contributor Contact Details and Author Biographies......Page 4
Preface......Page 15
Table of Contents......Page 17
94135_01.pdf......Page 25
1. New Product Development: Systematic Industrial Technology......Page 26
1.1 Introduction......Page 27
1.2.1 Primary Products......Page 28
1.2.2 Industrial Products......Page 29
1.3.1 Knowledge......Page 30
1.3.3 Company Strategy......Page 31
1.4 Product Development Processes......Page 32
1.4.2 The Individual Inventor in the Product Development Process......Page 33
1.4.3 The University and Research Centre in the Product Development Process......Page 34
1.5.1 Building the Production......Page 35
1.5.2 Building the Distribution......Page 36
1.6.1 In the Early Stages......Page 37
1.6.3 In Launching the Product......Page 38
1.7 Managing the Product Development Process......Page 39
1.7.3 Controlling the Product Development Process......Page 40
1.8 Educating the Next Generation of Product Developers......Page 41
1.9 New Product Development: A Technology......Page 42
94135_02.pdf......Page 43
2. The Multinational Food Business - Strategic, Organizational and Management Issues for Product Development......Page 44
2.2.1 Who are They?......Page 45
2.2.2 How Do They Work?......Page 46
2.3 Recent History Shaping the Behaviour of Multinational Food Businesses......Page 48
2.4 Current State of Innovation in Multinational Food Businesses......Page 49
2.5 The Roles of the Research and Development Manager......Page 50
2.5.2 Counsel for Research and Development Managers Seeking Involvement in Company Management......Page 51
2.6.1 Changing a Research and Development Organization......Page 52
2.6.2 Specialist Staff for Research and Development Managers......Page 55
2.7 Marketing of Research and Development......Page 56
2.8 Research and Development and its Contribution to Corporate Growth......Page 58
2.9 The New Product Development Programme - Establishing the Investment in the \'R\' of R&D......Page 59
2.10 Bundling......Page 60
2.11.1 Market Vision......Page 62
2.11.2 Technical Vision......Page 65
2.12 Organizing and Acquiring Knowledge......Page 67
2.13 Multinational Research and Development Organization......Page 69
2.15 References and Further Reading......Page 72
3. The Food Research Centre - Assisting Small and Medium Sized Industry......Page 74
3.2 Product Development in the Research Centre......Page 75
3.2.2 Application in Development of Food Products......Page 76
3.3 Guidelines for Technology Transfer in the Agro-Industry Development Centre for Export (ADCET)......Page 77
3.3.2 Process Development......Page 78
3.4.2 Return on Investment......Page 79
3.5.2 Using Intellectual Property......Page 80
3.7 Case Study 1 in ADCET Related to Food Product Development......Page 81
3.8 Case Study 2 in ADCET Related to Food Process Development......Page 82
3.10 References......Page 86
4. The Supermarket Industry - Private Label Brand Development......Page 88
4.2 Development of Store Brands and Brand Equity......Page 89
4.2.1 Private Labels in the USA......Page 90
4.2.2 The Growth of Private Labels Internationally......Page 91
4.2.3 Supermarkets in the USA......Page 92
4.3.1 Stages and Special Activities......Page 94
4.3.2 Comparison with Classical New Product Development Processes......Page 95
4.4.1 Suggested Product Development Processes......Page 96
4.5 Future Trends and Evolution in Food Retailing......Page 97
4.6 Pursuit of Global Food Retailing Strategies......Page 99
4.7 Problems Met and Lessons Learnt......Page 100
4.8 References and Bibliography......Page 101
5. Rural Agroenterprise - Cassava Development in Latin America......Page 102
5.2 Background......Page 103
5.3.1 New Cassava Varieties Developed......Page 104
5.3.2 Post Production Development......Page 105
5.4.1 Dried Cassava Chips for Animal Feeds......Page 106
5.5.1 Product Development Project for Flour in Breadmaking......Page 107
5.6 Phase 1. Research on the Product, The Process and the Market......Page 110
5.7.2 Cassava Flour Production Organisation and Start-up......Page 111
5.7.3 Identification of New Uses and Market Opportunities......Page 112
5.8.1 Plant Improvement......Page 113
5.9 Problems Met and Lessons Learnt......Page 114
5.10.1 The Latin American and Caribbean Consortium for Cassava Research and Development......Page 116
5.10.2 Rural Agroenterprise Development Project......Page 117
5.11 References......Page 118
94135_06.pdf......Page 119
6. From Farm to Consumer - Pioneering an Early Nutriceutical Stolle Milk......Page 120
6.1.2 Background to Stolle Milk......Page 121
6.2.1 Project Management......Page 123
6.2.4 Selection of Farms......Page 124
6.3.1 Vaccine Importation......Page 125
6.3.3 Disposal of Excess Production and By-Product Streams......Page 126
6.4.1 Animal Vaccination Research......Page 127
6.4.3 Development of the Quality Assurance System......Page 128
6.4.4 Process Research......Page 129
6.5.1 Training of Farmers......Page 130
6.5.2 Setting up for Processing......Page 132
6.6.1 General......Page 133
6.6.2 Alternative Products......Page 135
6.7.1 Review of Stolle Milk Production On-Farm......Page 136
6.7.3 Review of Operations at Morrinsville-Thames Valley Co-Op Dairy Company......Page 137
6.7.4 Financial Approval and Process Plan......Page 138
6.8.1 Farm Production and Milk Quality......Page 140
6.8.3 Milk Powder Yields......Page 141
6.10 More Recent History......Page 142
6.11 Problems Met and Lessons Learnt......Page 143
6.12 References......Page 145
7. From Concept to International Company - Development of a New Pet Food Product......Page 146
7.1 Introduction......Page 147
7.3 Product Concept......Page 148
7.4.1 Ingredient Selection......Page 149
7.4.2 Emulsification......Page 151
7.5 Storage Tests......Page 152
7.6 Equipment Selection and Production Development......Page 153
7.7.1 Working Dogs......Page 155
7.7.4 Race Horses......Page 156
7.7.6 Other Animal Species......Page 157
7.8.1 Market Testing......Page 158
7.8.2 Scientific Trials......Page 159
7.9.1 Working Dog Market......Page 161
7.9.3 Overseas Marketing......Page 162
7.10 Patenting, Trademarking and Licensing......Page 163
7.11 Problems Met and Lessons Learnt......Page 165
7.12 References and Bibliography......Page 167
8. From Kitchen to Market - First Came the Oat Cake, Now the Oat Bake, A Traditional Product for Today\'s Consumers......Page 168
8.2 Initial Idea......Page 169
8.4 Home Kitchen Development......Page 170
8.5 Market Research......Page 171
8.6 Initial Factory Trials......Page 173
8.8 Co-Operation with Aberdeen Company......Page 174
8.10.1 Texture......Page 175
8.10.3 Oatmeal Source and Milling......Page 176
8.11.3 Production Trials......Page 177
8.13 Marketing Development......Page 178
8.13.5 Test Market in Health Food Chain......Page 179
8.17 Conclusions......Page 180
9. From Basic Research to Marketable Product - Success and Failure of Instant Baked Potatoes......Page 182
9.2 Product Development Challenge......Page 183
9.3 Product Conception......Page 184
9.4.1 Assembling a Research Team......Page 185
9.4.2 Development of the Potato Skin......Page 186
9.5 Market Assessment of Prototype Product......Page 188
9.6 Fine-Tuning the Product......Page 190
9.8.1 Funding for Pilot Plant Development......Page 191
9.8.2 Pilot Plant Design, Construction and Testing......Page 193
9.9 Production Trial......Page 196
9.11 Intellectual Property Development......Page 198
9.12.1 Certainty of Success Went Awry......Page 199
9.12.2 Attempts at Technology Marketing......Page 200
9.12.3 How to Choose Wrong Partners......Page 201
9.13 Problems Met and Lessons Learnt......Page 202
9.14 References......Page 203
94135_10.pdf......Page 204
10. Radical Process Development - Cutting Techniques for an Aerated Sugar Confectionery......Page 205
10.2 The History......Page 206
10.2.2 The First Continuous Process......Page 207
10.2.4 The Organisation......Page 208
10.3.1 Laser Cutting......Page 209
10.4.1 Basics of Liquid Jet Cutting......Page 210
10.4.2 Initial Trials......Page 211
10.4.3 Pilot Plant Trials: First Phase......Page 213
10.4.4 Pilot Plant Trials: Second Phase......Page 214
10.5.1 Design of the Cutting Table......Page 215
10.5.3 Fitting the Cutting Table into the Production Line......Page 216
10.6 Problems Met and Lessons Learnt......Page 217
10.7 Conclusions......Page 219
11. Process Innovation from Research and Development to Production in a Large Company - Development and Commercialisation of a Low Temperature Extrusion Process......Page 220
11.1 Introduction......Page 221
11.2.1 Background......Page 222
11.2.2 Discovery......Page 224
11.2.3 Product Benefits......Page 225
11.3 Building a Business Case......Page 227
11.4.2 Commissioning and Testing......Page 229
11.5 Building the Science Base......Page 230
11.6 Developing and Testing Prototype Extruder in the Factory......Page 233
11.7 Factory Implementation......Page 235
11.8 Roll-out......Page 236
11.9 Problems Met and Lessons Learnt......Page 237
11.10 Further Reading......Page 239
11.12 References......Page 240
12. Up-Scaling from Development to Production by Small Manufacturers - Fishing, Baking and Sauce Industries......Page 241
12.1 Introduction......Page 242
12.2.2 Product Developed......Page 243
12.2.4 What Went Wrong?......Page 244
12.2.5 Correcting the Mistakes......Page 245
12.2.6 Lessons to be Learnt......Page 247
12.3.1 Common Problems in Pastry Manufacture......Page 249
12.3.2 Significance of Temperature on Pastry Quality......Page 250
12.3.3 Underweight Pastry Portions......Page 251
12.3.4 Means of Control......Page 252
12.4 Case Study 3: The Need for Qualified and Trained People in Product and Process Development......Page 253
12.4.1 The Problem......Page 254
12.4.3 Product Specification......Page 255
12.4.5 Food Safety Programme......Page 256
12.4.6 Shelf Life Testing......Page 257
12.4.8 Application to Case Study......Page 258
12.4.9 Lessons Taken from the Study......Page 260
12.5 References......Page 261
13. Spirit of Entrepreneurship in Commercialisation - Product and Process Development of Coconut Beverage Mix......Page 262
13.2 Entrepreneur\'s Dream......Page 263
13.3.1 Background......Page 264
13.4 Product Design Qualities......Page 265
13.5.1 Direct Spray Drying Method......Page 267
13.5.2 Surfactant Method......Page 268
13.6.1 Fat Separation......Page 269
13.8.1 Capital Requirements......Page 270
13.9.2 Promotion through Trade Exhibition......Page 271
13.9.3 Choosing Potential Distributors......Page 273
13.10.1 The Ups and Downs of Business......Page 274
13.10.3 Continuous Promotion, Expansion......Page 275
13.13 References......Page 276
94135_14.pdf......Page 277
14. Sensory Testing in the Product Development Process - The Sensory Researcher as a Trusted Advisor......Page 278
14.1 Introduction......Page 279
14.2 Scenario 1 - The Diagnostic Technician......Page 280
14.4.1 Outsourcing of Market Research and Sensory Testing......Page 281
14.4.5 Payments by Results......Page 282
14.5.1 Incremental Degradation of the Product......Page 283
14.5.2 Lack of Knowledge of the Marketplace and the Market Environment......Page 284
14.5.5 Sensory Positioning within the Corporate Structure......Page 285
14.6.1 Scenario 2 Example......Page 286
14.7.1 Scenario 3 Example......Page 287
14.8.1 Features and Benefits of Being a Trusted Research Advisor......Page 288
14.8.2 Managing and Maintaining Trust......Page 290
14.9.2 Going Forward - The Challenges......Page 291
14.10 References......Page 293
15. Consumer Research in the Early Stages of New Product Development - Market-Oriented Development of Meal Complement Beverages......Page 294
15.1 Introduction......Page 295
15.2 Market Dynamics and New Product Development Trends: Meal Complement Beverages......Page 296
15.3 Concept Ideation and Development during the Early Stages of the New Product Development Process......Page 298
15.4.1 Qualitative Consumer Research Methods......Page 299
15.4.2 Quantitative Methods: Product Optimisation Research Techniques......Page 300
15.4.3 Planning of the Research......Page 302
15.5.2 Consumers\' Lifestyles and Meal Complement Beverages......Page 303
15.5.3 Design Attributes of Meal Complement Beverages......Page 304
15.6 Product Concept Optimisation and Refinement......Page 305
15.6.1 Meal Complement Cluster Profiles......Page 307
15.6.2 Designing the Optimal Meal Complement Beverage......Page 310
15.7 Final Product Concept and its Use in Product Design......Page 312
15.8 Problems Met and Lessons Learnt......Page 313
15.9 Summary......Page 314
15.10 References......Page 315
16. Consumer Research in Product Design - Market-Oriented Development of Healthy Vegetable-Based Food for Children......Page 318
16.1 Introduction......Page 319
16.2 The Background......Page 320
16.3 The Means-End Chain (MEC) Theory and Practice......Page 321
16.4 Study Design......Page 322
16.5.1 Focus Groups for the Identification of Food Categories......Page 323
16.5.3 Hierarchical Value Maps......Page 324
16.6 The Development of New Product Concepts by the New Product Development Team......Page 325
16.7.1 Laddering Interviews with Pictures of Prototypes......Page 326
16.7.3 Children\'s Preferences for the Products......Page 328
16.9 Problems Met and Lessons Learnt......Page 330
16.11 References......Page 332
17. Customer-Centric Product Development - Supermarket Private Label Brands......Page 334
17.1 Introduction......Page 335
17.2.1 Defining the Customer......Page 336
17.3 Step 2 - Design What They Want......Page 340
17.3.3 The Product Brief......Page 341
17.3.4 Testing the Success of the Brief......Page 342
17.4.1 The Communication Plan......Page 344
17.5 Step 4 - Keep Checking That You are Still Providing What They Want......Page 345
17.6 Left Field Ideas, Individual Opinions, Sudden Opportunities - How They Fit......Page 347
94135_18.pdf......Page 348
18. Product Design, Process Development and Manufacturing - A Roadmap for the Technologist......Page 349
18.2 Managing the Product Development Process......Page 350
18.2.1 Procedures and the Marketing/Technical Interface......Page 352
18.2.2 Cross-Functional Team and Team Dynamics......Page 354
18.3 Company Strategy and Product Development Management......Page 355
18.3.2 Project Approvals......Page 356
18.4 Stage 1 - Feasibility......Page 357
18.4.1 Innovation and Can Do Attitude......Page 358
18.4.2 Key Steps......Page 359
18.5.1 Key Steps......Page 361
18.6 Stage 3 - Industrialisation......Page 365
18.6.2 Key Steps......Page 366
18.7 Problems Met and Lessons Learnt......Page 368
18.8 References......Page 369
19. Consumers, Customers, Marketplaces and Markets in New Product Development - A Roadmap through Marketing and Launching in Product Development......Page 370
19.1.1 Directions and Destinations......Page 371
19.1.2 Signposts along the Way: Consumers, Customers and Marketplaces......Page 372
19.1.4 Errors Inherent in \'Roadmaps to Success\'......Page 375
19.2.1 Success or Failure?......Page 376
19.2.2 Bumps and Clanks along the Road to Marketing and Test Market......Page 377
19.2.3 Intelligence Gathering......Page 379
19.2.4 Analysis of Failure......Page 380
19.2.5 Analysis of Success......Page 382
19.3 Steering the Product Development Process......Page 384
19.3.1 A Critical Path Programme to Audit the New Product Development Process......Page 385
19.4.1 Problems Areas for the Future......Page 389
19.4.2 Food Legislation......Page 390
19.4.3 Marketing Research......Page 391
19.4.4 Safety......Page 392
19.6 References......Page 393
94135_20.pdf......Page 395
20. Effective Education for Product Development - Building New Product Development Courses......Page 396
20.1 Introduction......Page 397
20.2 Education for the Agro-Industry in Thailand......Page 398
20.3 History of Education for New Product Development: The Kasetsart University (KU) Story......Page 400
20.3.2 Staff......Page 401
20.4 Curriculum Creation and Implementation at Kasetsart University......Page 403
20.4.1 Undergraduate Course in Product Development......Page 404
20.4.3 Masterate Courses......Page 405
20.5.1 Co-Operation with Thai Universities......Page 406
20.6 Industrial Co-Operation: Industrial-Based Projects......Page 407
20.7 Alumni......Page 408
20.8 Staff in 2007......Page 409
20.9.1 Research Activities......Page 410
20.9.2 Centres of Excellence......Page 411
20.10 Problems Met and Lessons Learnt......Page 412
20.12 Summary......Page 413
20.13 Bibliography......Page 414
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