Food Product Development: Food Product Development and Sensory Evaluation, 3 Year Food Eng. Muhammed A. Jucavm

PART 1 Food Product Development
Food Product Development and Sensory Evaluation, 3 rd Year Food Eng.

Muhammed A. ■ JUCAVM © MAWARD 2021
Contents
• Introduction • Product launch and evaluation
• Food Product basis of Innovation • The consumers in product
• Product Development Processes development
• Developing strategies • Understanding consumers’ behavior
• Innovation strategy • Understanding consumers’ preference
• Product development Program • Consumers in the different stages of
• Product development strategy product development
• Shelf life and safety issues
• Product development Program
• Factors affecting shelf life (Microbial
• Product and process design and growth, Chemical and physical
development changes)
• Product Commercialization • Shelf life testing
• Food Safety basics
08/03/2021
• HACCP Overview
BiT|FCFE|Muhammed A. 2
Course Objective
• The course introduces students to the principles of sensory evaluation and
evaluation of sensory quality of foods.
• Course Description
• Introduction to
 Product Development Processes and strategy
 Understanding consumers’ behavior and preference
 Shelf life and safety issues
 Sensory evaluation methods: difference, descriptive and hedonic tests
 Sensory quality attribute and development of vocabulary for quality attributes
 Design and layout of sensory testing facilities
 Establishing and training sensory panels
 Conducting sensory tests.
 Statistical methods of collecting and analyzing sensory data
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1. Introduction
• Food products – the basis of innovation
What are food products? What are new food products?
• food is material eventually consumed by humans to satisfy
physiological and psychological needs,
• The company defines a basic functional product to which it has
added packaging, aesthetics, brand, price and advertising, to
give a total company product.
• The consumer describes the product as a bundle of benefits,
relating its tangible and intangible attributes to their needs,
wants and behaviour.
…Con’t What are new food products?
• The company defines a new product as having some difference in the basic
functions and aesthetic presentation;
• consumers compare it with the ‘old’ product and competing products and if
they recognise a difference then it is a new product to them
• Product development is all about reconciling these two points of view.
• There are many thousands of food products and they can be grouped together
into product categories according to:
• food system position;
• market they serve;
• processing technology used to manufacture them;
• basic common characteristics such as nutrition and health;
• product platforms;
• level of innovation.
1. Food products and the food system
• A new product in one part of the food system can cause new products
in other parts. There is a need to distinguish the three groups of
products:
• 1. Primary products from sea and the land.
• 2. Industrial ingredients from food processors.
• 3. Consumer products from food manufacturers and food service.
• They basically have the same product development process, but there
are
activities and techniques specific to each area.
2. Food products and the markets
• The basic principle of product • Each of these five main segments
development is to identify the needs can be divided into further
of the buyers and the users, and segments. There
design the products towards meeting are five common consumer market-
these needs segmentation categories:
• Geographic.
• This means that the market • Sociocultural.
segments for the products are an • Demographic.
important basis for grouping • Psychographic.
products. There are five main • User behaviour.
market segments:
1. Consumers: mainly branded products.
2. Retailers: branded products,
ingredient mixes.
3. Food service: partially prepared
meals, meal ingredients.
08/03/2021 4. Industrial processors and BiT|FCFE|Muhammed A. 7
manufacturers: differentiated
3. Food products and processing technology
• Products are also grouped according to

• processing technologies such as baking, extruding and fermentation, and
• according to the form of the food such as liquids, emulsions and powders.
• This is useful because it recognises the basic technologies and the knowledge of
them in the company.
• If the greatest knowledge in the company is in emulsions, then the product
groups include, cooking oils, salad dressings, margarines, ice creams,
sauces, and new products can be developed from basic emulsion knowledge.
• Knowledge of products and processing is important in product development
because it can lead to major innovations – the ‘new-to-the-world’ products.
4. Nutrition and health
• An important grouping is related to the function of the products in nutrition and
health.
• Legumes and cereals are the cheapest protein foods and these may be
stronger areas for protein product development, but of course dairy products, meat and
fish will remain major areas for product development for more affluent consumers
• There are many more nutrients needed as well as the basic calories and protein, and
there have been specific foods designed with fibre, vitamin and mineral enrichments.
• There is recent re-emphasis on what might be termed the older deficiencies such as
calcium, iodine and iron.
• Recently, the emphasis has shifted from foods supplying the essential nutrients to
sustain life and growth to foods for prevention or indeed curing of disease; what have
been termed nutriceutical or functional foods
5.Product platforms
• A useful method of organising food products is to link them on product platforms
• This is based on the fact that families of products can be grouped together because
they have a common architecture or common morphology
• The product platform is defined as ‘a set of subsystems and interfaces that form a
common structure from which a stream of derivative products can be efficiently
developed and produced’
• Product platforms are a useful basis for developing a product strategy for the
company, and also for creating ideas for new products.
• If a new platform is started, derivative products can be based on this platform, and
then the next generation of products is started on a new but related platform.
• They can be considered as Generation 1, Generation 2, Generation 3 of the
Product Family.
6. Level of innovation
• New product development provides a wide range of product changes,
many
of which may not be very marked either technologically or to the
consumer.
• Innovation is most dramatically represented in the ‘new-to-the-world’
product.
Measures of product success and failure
• If a company is to build a successful product mix and product strategy,
there is a need to study the company’s history and current performance
and also the history and current performance of the industry and
indeed of other industries
• The measures for determining success and failure can be for:
• individual new products (financial, market, production, consumer
acceptability, targets);
• product development projects (efficiency and effectiveness);
• overall product development programme (success rate, sales and profits
from
new products, innovation level).
1. Individual product success
• Financial measures are usually the profits and return on investment.
These appear quantitative but they are often fraught with problems.
• Market success, achieving target sales volumes and revenues, is often
the measure of success and failure for the overall company, the product
families and the individual product.
• Production success is usually analysed by quantity, quality and costs.
• Product and consumer (customer) success is measured by the level of
consumer or customer acceptance and also by the position of the new
product
against the competing products.
2. Product development project success
• The product development project is also part of the success analysis - its
efficiency and effectiveness.
• The project's efficiency as regards time and costs and use of resources is a
basic part of product development.
• But it is also judged on its effectiveness - the success in developing the product
• How often is the product not quite the right quality, does not have the optimum product
characteristics, is not what the consumer needs and wants?
• How near does the new product come to meeting these targets?
• Companies need to evaluate the success of the product development process
(PD Process) at the end of each project,
• so that they can learn from success and failure, improve their PD Process and achieve better outputs.
3. Product development programme success
• The long-term success is related to the changes in the company's product mix - the structure of the
product mix,
• the sales and profit relationships between old and new products,
• the growth of the market and the market share.
• It affects the company value in terms of goodwill, product range depth and potential, brand power,
market impact and morale.
• Product success has also an effect on the innovation level in the company and the technological standard of the
company compared with competitors
• Weak PD has a long-term effect on
• the production facilities, which are not renewed or updated regularly, and
• also on the marketing technology, which tends to become conservative.
• Most important is the slow growth in company knowledge.
• With little active product development for a number of years, the knowledge in a company is
certainly less than the knowledge in the most innovative companies, and may even be less than in
the direct competitors.
• The best companies had a higher percentage of successful new products, and also higher
percentages of sales and profits from new products
Key factors in product success
• There were three common contextual variables, which need to be
considered when identifying important factors for product success:
1. Nature of the innovation.
2. Nature of the market.
3. Nature of the technology.
• N.B.
• Market factors - more important in the incremental
innovations than in the radical innovations.
• Technology factors - important in products that have high
technology, &
• Organisational factors in products with low technology
in existing and new markets, and high technology in new
markets
…Con’t
• There are also important factors for successful products in the successive
stages of the PD Process:
• Stage 1: Product strategy development – integration of the product development
programme with the business strategy, clear description of the market and consumers,
identification of market and consumer needs.
• Stage 2: Product design and process development – quantitative design specifications,
multidiscipline integration, use of new techniques, feasibility analysis.
• Stage 3: Product commercialisation – multifunctional integration, planning and
scheduling, market testing, business analysis.
• Stage 4: Product launch and evaluation – organisation and control, fast problem solving,
evaluation of launch, production, distribution and marketing, evaluation of outcomes.
…Con’t
• Fundamental factors in the planning and organisation of the product
development project are:
• on-going communication;
• clear aims, objectives and constraints;
• quality assurance of the development;
• final evaluation of the project.
Product development process: the basis for success
• PD Process is important in the food industry, as in all other industries.

• There is a need for a multidiscipline, multifunctional, well-defined process
frame on which the company’s different projects can be planned.
• Stage-GateTM process- most firms used formal stages with inter-stage
reviews and recycling, but most companies had developed reletively flexible
gates & stage structures
• Earle and Earle (1999)-suggested a simpler version of four stages –
• product strategy development,
• product design and process development,
• product commercialisation and
• product launching and evaluation
• which more clearly delineated the skill and knowledge areas

… Stages in the PD Process
• PD Processes vary according to the level of product innovation, the
company's knowledge and resources, the time constraints and the level
of risk taking in the company; but there are basic, necessary activities
in every stage of the process
• Stage 1: Product strategy development
• There is a need for a clear focus; a business definition and a product
definition have to be developed in the early stages
Stage 2: Product design and process development
• This stage is important because a unique product is a key element in
product
development success.
• It all depends how one defines uniqueness, but it is mostly a
noticeable change that is being achieved rather than a completely new
product
• Product design is the central, creative part of product development and
it is
based on the tacit knowledge of the designers
• It is a blend of creativity, research and testing.
Stage 3: Product commercialisation
• This has two activities identified as related to product development
success –
business analysis and marketing the product to the people in the
functional areas
• Business analysis is essential for the decision making at this stage
• There are two important facts to recognise in commercialisation –
firstly it is still a design process and secondly integration of the
functional areas is vital.
… Stage 4: Product launch and evaluation
• This is the most expensive and risky part of product development
• The targets for the launch should be clearly set to provide the basis for
the evaluation.
• Evaluation is continuous so that improvements can be made quickly.
…Con’t
Product development processes for different products
• Products can be classified as business-to-business (or industrial), service and

consumer.
• Business-to-business PD -there are usually only a few customers, but each
customer is a company with a group of people interested in the product, who
usually have technical knowledge of the product and its relationship to their
processing and product.
• immediate customer & ultimate customer/consumer of the buyer's product has to be considered
• Product specifications are very important and the customer may detail the product design specifications
that will then limit the area for product design
• total product of quality, quantity, delivery, price, service has to be recognised in the product design, but
the product quality and price are usually the dominant factors
• The PD Process has four important features: detailed, quantitative, product design
specifications; customer testing of product prototypes; pilot plant and then
production testing with the customer; final contracts for supply
…Con’t Food service
• Food service can be divided into two parts - marketing of the
ingredients or part meals to the food outlet and of the meal/snack to the
consumer.
• Both types of marketing are a mixture of product and service; but in
the restaurant, the service can be the major component.
• The development of the consumer products is mostly concerned with

the design of the physical product, and there are minimal services for
example information on the package; so that there is concentration on
the consumer/product relationship in the design.
Factors determine the success of new food products:
• product success is dependent upon • Factors those are associated with
several factors during the product product failure:
development process • lack of market knowledge, e.g. due to
• the product being unique and superior poor market research
• good understanding of consumer wants, • misdirected marketing efforts
needs and preferences • dynamic and competitive markets
• an open and innovative global NPD culture
• inadequate market size
• commitment of sufficient resources to the
NPD program • resistance by marketing staff
• cross-functional teams • technical problems
• effective communication between product • high prices
development team personnel • distribution problems
• careful planning at the concept stage of
product development • internal conflicts
• top management support
• involvement of senior personnel
• thorough market research
08/03/2021 • effective product marketing and launch
BiT|FCFE|Muhammed A. 27
Chapter 2 Developing an innovation
strategy
Food Product Development and Sensory Evaluation, 3rd Year Food Eng.
Muhammed A. ■ BiT © MAWARD 2021
2. Contents
• 2. Developing strategies
• 2.1 Innovation strategy
• 2.2 Product development Program
• 2.3 Product development strategy
Introduction
• Product development does not occur in isolation as a separate functional
activity. It is a company philosophy, a basic company strategy and a
multifunctional company activity
• Innovation strategy is related to the company’s overall business aims and
strategy, as well as the social, economic and technological environment,
and the company’s own knowledge and skills
• The business strategy also includes a product strategy outlining the
products of the future.
• The combination of the innovation and product strategies is the basis for
the product development strategy, and from this can be developed, with
the company’s technology strategy, the product development programme
…Con’t
• Innovation strategy
• is built up in the business strategy from the
innovation possibilities, but only after thorough
coordination with the product, marketing and
technology strategies
• Product development strategy
• is then built from the innovation strategy, together
with other parts of the business strategy such as
product mix planning and marketing strategy
• Finally from the new product portfolio and the product
development strategy is built the product development
programme
Possibilities for innovation
• Innovation is an integral part of society, and therefore an integral part
of an industry and a company. There are three basic principles of
innovation:
1. An innovation is an idea perceived as new by the individual (Rogers, 1962).
2. An innovation causes change, which can be technological or sociological but is
probably a combination of both (Earle, 1997).
3. An innovation involves a wide range of people, in the company, the company’s
environment and the society
• Innovation is seen as the state of mind in the company. The traditional
definition of innovation in companies as product development and
process development has expanded to include all the other changes
that can occur
…Con’t
• Innovation can include

• ideas for different changes – philosophy,
technology, methods, organisation, market,
people.
• But it is important for the company to recognise that
any of these changes will affect not only the
company but also the other organisations in the food
system, the consumers and the society.
• Innovations outside the company also cause changes
inside the company;
• So innovation is related to the climate within the
company and also that surrounding it in the food
system and the society
…Con’t
• The rate of innovation in a company depends on its ability:
• to sense possibilities and to perceive and assess the likely outcomes of feasible
changes;
• to evaluate and rank such outcomes strategically and operationally, in relation
to company objectives;
• to make decisions on the basis of such information and prepare appropriate
strategies;
• to implement plans and changes in managerial and technical terms
Sensing the possibilities for innovations
• it is important to study the major changes that are taking place or
predicted in society, in technology, food system, the marketplace and
the consumers.
• Only then can the possible company initiatives be created
• Social and political changes cause changes in the food industry or
may even prevent innovations in the food industry
• Eating food is a universal activity and therefore the food industry perhaps
more than any other industry is enmeshed in the social and political systems in
every country
…Con’t
• The political systems and their attitudes to the food industry also change
with
societal changes
• The political system itself can encourage or discourage innovation, by
placing trade barriers or subsidies which encourage local food production
and discourage imports.
• National policies, based on societal concerns, needs and wills, can create a
reactive environment for innovation in the food industry
…Con’t
• Technological innovation spans a broad spectrum of areas from the new crop and
the newly farmed fish, through new refining methods, new preservation methods,
new manufacturing methods, new distribution methods, new retailing methods, new
cooking and preparation methods.
• There also needs to be consideration of new scientific knowledge that may be the
basis for new technologies in the future.
• Companies, even very large food companies, are often based on one technology;
• eg., emulsion technology may be the main emphasis and this covers a very wide spectrum of foods from
margarine to mayonnaise to ice cream to sausages
• Their knowledge is extensive in this one technology and it is often more successful to seek innovation from
this basis
• New technology, a great deal of knowledge has to be found as quickly as possible;
this means building up resources either by learning or by buying a company already
using the technology
…Con’t
• It is important for companies to select a basic technology that can lead
to many different types of products to satisfy different markets
…Con’t
• Changes in the structure of the food system are also an important source of
ideas for innovation possibilities.
• There are often changes in the importance of the various parts – production,
ingredient processors, food manufacturers, retailers, food service – and the
pressure for innovation moves from one section to another
• The food industry has gone through:
Commodities Products Services Experience
• Innovation occurs today at all these levels in the various parts of the food
system.
….Con’t
• During the last century changes were incremental with some major
changes, and the radical changes were well spaced. This may be caused
by:
• maturity of the industry–compared with the innovative industries such as
electronics, it is more difficult to invent new products;
• consumers–many are cautious and suspicious in judging new foods; food
consumers change slowly unless they recognise marked benefits in the new
product,
• biological product development–it takes time to develop a new plant, a new
animal, a new fish, and even a new safe process, and these are the basis of the
radical changes.
• marginal returns on new food products–compared with other industries, for
example the pharmaceutical industry, the profits on new food products are small.
…Con’t
• Marketplace changes provide a rich source of innovation possibilities
• Four areas to consider when looking for long-term marketing
possibilities are:
• international comparisons;
• product and service developments;
• market specialisation;
• new distribution methods.
• The information age is certainly having a strong effect on all aspects
of marketing technology –the distribution system, the places for
selling food, the communications, the promotion, the sales methods
Evaluating the innovation possibilities for the company
• The innovation possibilities may be

• market related, e.g. a new market niche, a growing market area;
• technology related, e.g. a new process, increased automation;
• resource related, e.g. a new crop, a new ingredient;
• society related, e.g. increased income, poorer health;
• consumer related, e.g. single complete meals, children-friendly meals.
• These innovation possibilities need to be analysed against the company’s
capabilities and the company’s objectives.
• The company’s climate and capabilities are a major evaluation factor in
studying innovation possibilities
• This incorporation of innovation into the company philosophy sets the
basis for the product development
…Con’t
• Many companies have a mixture of innovation and conservatism.
• There are basic company qualities that affect evaluation of
possibilities such as size of the company, financial status, type of
product mix, place in the market, standard of production and
marketing
• But when judging the innovation possibilities, it is more important to
study the company’s experience, expertise and knowledge in
innovation.
…Con’t
• The company objectives and goals are also important in studying
innovation possibilities
• What is the company wishing to achieve, where and when?
• The innovation possibilities need to be ranked against these objectives – in
particular innovation possibilities need to fit into the general direction of the
company and not involve technologies, markets and finances, which are well
outside the objectives of the company
• The innovation possibilities are screened to choose the most suitable
for further study.
Incorporating innovation into the business strategy
• The innovation strategy/strategies are formed within the business strategy,
along with other strategies such as product, technology and marketing.
• Top management develops an innovation blueprint – a vision that defines
the future role that innovation plays in the long-term goals of the company
• This blueprint is the standard for accepting an innovation possibility into
the business strategy.
• The top innovation possibilities are combined with the blueprint to
develop an innovation summary, which is built up with the product,
marketing and technology strategies into an innovation strategy.
Chapter 3 Product development
Program

3. Contents
3. Product development Program
1. Product and process design and development

2. Product Commercialization
3. Product launch and evaluation
Introduction
• The PD Process coordinates the 1. product strategy,
specific research activities such as 2. product design and process
product design, process development,
development, engineering plant 3. product commercialisation,
design, marketing strategy and 4. product launch and evaluation.
design with the aim of producing an
integrated approach to the
development of new products.
• The two parts of product
development – the knowledge of the
consumer’s needs/wants and the
knowledge of modern scientific
discoveries and technological
developments – are both equallyBiT|FCFE|Muhammed A.
08/03/2021 48
…Con’t
• Between the four stages, there are critical evaluations and top management
decisions on the project and the products, called stage gates or critical points
• Critical points are an essential part of the PD Process
• For the critical decisions to be made, certain knowledge has to be generated in the
research – the outcomes from the various stages.
• To build this knowledge, specific research is needed – the activities of the various
stages. The project teams choose different procedures for these activities – the
techniques used in the activities.
• There are important interrelationships in the four main stages between:
• This PD Process can be called the Critical PD Process because it is based

 around critical decisions, and because there is critical analysis of the activities/
techniques and the outcomes throughout the project.
3.1. Product strategy
• Stage 1: product strategy, starts with the finalising of the product development
strategy and product development programme.
• Then the aims of the individual product development projects can be set.
• The project starts with the generation of new product ideas and the outlining of the product
design strategy, and ends with the product concept and product design specifications.
• Before top management can make the critical decision to fund the further stages
of the project, or to stop it, or to return it to the team for more knowledge, there
are three critical decisions:
1. Is the product concept a unique product satisfying the needs and wants of the target consumer/customer?
2. Will the product concept and the project deliver the financial and other aims set in the business and product
development strategies?
3. Does the product concept harmonise with the company’s business and environment?
…Con’t
• Top management, to make these decisions, needs knowledge on the
• processing, production, distribution and marketing technologies for the
product. Knowledge will be incomplete at this time.
• financial predictions (sales revenue, gross profits or margins, the probabilities
for success, the returns on investments or break-even times), and future costs
and time for the project are very approximate.
• other specific requirements for each project, such as enhancing health,
environmental effects, food regulations and trade barriers
The substages in Stage 1: product strategy for the individual project are:
1. Defining the project

• The aim, outcomes and the constraints have been identified in the
product development programme and presented to the product
development team or
manager for the project
• There are four aspects of the initial research to define the project by
developing more detailed aims: product ideas, consumers, technology
and market
• The research includes all aspects of the PD Process
…Con’t
…Con’t
• The aim(s), outcomes and constraints direct and control the project.
• They are used as factors in screening and evaluating the product ideas
and product concepts, and then in evaluating the different prototype
products
• They are the basis for identifying the activities and choosing suitable
techniques and for the project plan, which directs and controls the
process
2. Developing the product concept
• Product design, or the product • All come together in the
creation process, is therefore an technology of the product.
amalgamation of the disciplines
of consumer and market research,
technology and engineering
research with design practice
• Product design is an essential part
of the product creation process in
equal cooperation with engineers,
marketers and consumer
researchers
…Con’t
• The areas in building the product concept for design are:
• identifying consumer needs;
• establishing target product brief;
• analysis of competitive products;
• concept generation;
• concept selection.
…Con’t
• A product has several layers and these are being built up gradually during
the
product development.
• There is the company’s basic functional product, the total company product
(with packaging, aesthetics, brand, price and advertising) and the
consumer’s product (which relates it to the competitors, the environment,
the
media, the society, as well as its communication and use)
• There is a continuing interaction between these three layers of the food
product, and therefore between the four groups of people – consumers,
product designer, technical and marketing – during the development of the
product concept and the product design specifications.
…Con’t
• To research the products, there is a need to identify the following:
• Product morphology, the breakdown of a product into the specific
characteristics (or attributes) that identify it to consumers or/and business
customers. Determined by analysis of the product family and the individual
product
• Product characteristics (or attributes), the features identifying the product
to the company, the market and the consumer. Identified by consumers and
designers in the creation of the product concept.
• Product benefits, the product characteristics important to the consumer.
Identified in the consumer/product designer discussion groups. The product
benefits are in four main areas – basic product benefits, package benefits, use
benefits and psychological benefits – and these need to be integrated into the
final consumer preference.
• Product profile, the group of product characteristics which is the unique
identification of the product – it is the product’s DNA or fingerprint.
3 Product design specification
• Building the product design specification from the product concept includes
both research and design
• Market research – target market characteristics and size, methods of
marketing that might be used and the position of the product as compared
with the competitors.
• The market study is progressing into consumer and retailer surveys in consumer
marketing and customer surveys in industrial marketing.
• Technical research involves the searching of the scientific and technological
literature, including patents, as a preliminary investigation into the possible
products, processing and physical distribution.
• The designer is starting to create the products and often needs to make models
so that ideas on the product characteristics can develop.
…Con’t
• What are specifications for product design? The product concept states
clearly the needs and wants of the consumer or customers, but it does not
provide specific guidance for design of the product in technical terms.
• Product concept engineering interprets the consumers’ product
characteristics into measurable terms, metrics, which can be tested in the
product prototypes to see if the design is meeting the specification
• Eg. protein content between 20 and 30% %; or thickness between 0.1 and 0.2 cm,
• Metrics and their values should be:
• critical to the consumer;
• consumer-acceptable ideal value and range of values;
• practical and capable of being achieved
4. Product feasibility and project plan
• By a qualitative evaluation of the suitability of the product concepts and a
quantitative estimation of the profits and costs ratio, and by predictions of the
probabilities of successful development and launching, the most suitable product
concepts for development can be selected
• The various activities needed for the project are firstly developed in the outcomes
and then in the building of the product design specification. They are all brought
together and integrated in the operational plan for directing and controlling the
project. For the plan:
• list all the major activities;
• place them in a logical sequence, noting activities that run in sequence, in parallel, and those that need to
be integrated (project logic flow plan);
• time each activity from start to finish (project scheduling plan);
• identify the money, resource needs, personnel, for each activity (project resource plan);
• identify activities that are critical for time and resources (critical path network).
3.2. Product design and process development
 The themes for Stage 2: product design and process development,
are integration, creativity, systematic planning and monitoring
 Therefore the process and the product are developed together
 The company’s identity or company’s image is the sum of product
design, communications design and environment design
2.1 Stages in product design and process development
2.2 Important factors in product design and process development
• In food product design, there are • Ergonomics -rlnship of the physical

some important points to product to the person –packaging
consider: • Semi-production plant facilities
• Raw materials and ingredients • Semi-production plant facilities
• Quantitative techniques to • Review and control of design
integrate product and processing process
• Aesthetic skills in product design
• Values of the product
characteristics
2.3 Conclusions to product design and process development
• It is important that there is a clear end to this stage, and also the knowledge
available to make the decision to go on or stop the project before the more
expensive next two stages
• Five important outcomes are:
• clearly defined final product prototype with consumer acceptance;
• product specifications including processing method, physical distribution;
• market strategy including distribution, promotion, pricing;
• prediction of investment needed and financial outcomes;
• probability of achieving project completion and financial outcomes
3.3. Product commercialisation
• Stage 3: product commercialisation, is full scale-up of both production
and marketing. These two developments need to be integrated
throughout product commercialisation
• The risk of high financial losses increases
• There are four important stages in product commercialisation:
1. Setting up the commercialisation.
2. Design of marketing, production and distribution.
3. Testing of marketing, production and distribution.
4. Final integration of marketing, production and finance
3.1 Setting up the commercialisation
• The first activities in the product commercialisation are to agree on the
aim, the resources and the final definition of the product and consumer
relationship by developing an integrated project plan, and finalising
the market and the product
2. Commercial design
• There are four types of design in product commercialisation– marketing,
product qualities, physical distribution and production plant,
• This is a time for many creative activities and they can career off into
different directions
• These are the general areas of activities but the choice of specific activities
and techniques depends on (Earle and Earle, 2000):
• the type of product (incremental, innovation);
• the type of marketing (consumer, industrial, food service);
• the amount of learning needed by the company, the distributors, the
consumers (high learning, low learning);
• scale of entry (local, national, international);
• the time (long, short) and timing (wide range, crucial).
3 Testing
• The final product testing includes many aspects of the product:
• technical product qualities – core product qualities, packaged product qualities,
agreement with regulations, services with the product;
• consumers’ product concept – acceptance, competitive difference, uniqueness, aesthetic
worth, brand attitude, product worth;
• marketing’s product – product image, product position, promoted product, product price,
retailers’ product image;
• company’s product – market share, sales revenue/profits, product effectiveness in
business strategy, product problems, company fit;
• society’s product – reliability, truthfulness of claims, protection from defects,
value for money, social responsibility, environmental responsibility
4. Final integration
• The final step in product commercialisation is to bring together the
knowledge from the design and the testing and to decide if the product
is feasible; if it is, how it should be launched on the market
• Integration is vital at this stage so that the launch can be efficient and
effective
•
3.4 Product launch and evaluation
• ‘Effective product launch is a key driver of top performance, and
launch is often the single costliest step in new product development.
• The launch strategy can be described as the marketing, production and
distribution decisions to introduce the product to the market and to
start to
generate sales.
• The launch strategies include the targeting strategy, the timing
strategy and the product’s innovation level.
• Another launching strategy is to lead or to follow the competitors
Review Questions
Chapter 4 The consumers in product
development

4. The consumers in product development
• Contents:
• The consumers in product development
1. Understanding consumers’ behavior
2. Understanding consumers’ preference
3. Consumers in the different stages of product development
Introduction
• Consumers are the centre of product development in the food industry,
• directly in the design of consumer products and
• indirectly in the design of commodity products and industrial products.
• It is important in product development to understand basic consumer behaviour
and food choice as well as the individual product/consumer relationship
• The consumers’ total concept of a food is related to their individual characteristics and
to the environment in which they buy and eat food.
• Consumer/s
• are, and will remain, the final arbiters on food product acceptance
• of the NFP gives the ultimate decision on the PD project and
• is a major player in critical evaluation throughout the project
• it is even more important to incorporate them in the creative processes in PD
1. Understanding consumer behaviour
• Consumer behaviour can be defined as ‘those activities directly involved in
obtaining, consuming and disposing of products and services, including the
decision processes that precede and follow these actions’
• There are environmental influences affecting this behaviour such as
• ethnicity and culture, social group, regional preferences, as well as food availability
and household technology.
• There are also differences among individuals, not only their age and sex,
• their education, their standard of living, but also their physiological and
psychological make-up.
• Consumer behaviour occurs in sequential stages and at each stage there is a
use of knowledge to make decisions.
…Con’t
• General consumer behaviour has six action stages
• Can be followed by a further divestment stage where, with food

products, the consumer chooses between the options of disposal or
recycling of the waste and the packaging
• Parallel to these seven consumer actions is the information processing
conducted by the consumer
… Con’t
• identified five steps in the use of information by the consumer for
knowledge building:
1. Exposure to information, communication, the product.
2. Attention given to the information.
3. Comprehension of the information, as it is analysed against the knowledge and the attitudes
stored in the memory.
4. Acceptance or rejection of the incoming information.
5. Retention of the new information in the memory as knowledge.
• This knowledge is used to judge the different products; the consumer builds
up criteria to judge the products and to compare the different brands and
products.
• These criteria are an important basis for product development.
… Con’t
• Individuals have to be considered in their society: the culture, the
social norms, the social structures, and also as part of a group – the
family, the home group, the work group, the leisure group.
• Food eating, even in the case of the individual eating alone, is strongly
influenced by other people, indirectly by social influences or directly
with the type of foods available.
• Different cultures and social groups have different values that are
recognised in designing products for different markets
… Con’t
• When buying food, the consumer usually wants to keep the decision process
as simple and quick as possible.
• Consumers receive a great deal of information on food through the media and
advertising as well as by word-of-mouth; gradually and often imperceptibly this
information changes their knowledge base and therefore their food behaviour.
• Sometimes their behaviour is changed by a jolt; this could be a food poisoning
scare, or it could be food poisoning affecting them directly
• In the past ten years, food brands in basic food areas have had very similar
features and competed mainly on price, so that they have degenerated into
commodity products – no brand being distinctive
• they choose the easy way out and buy on price, choosing the specials; or keep on buying
their familiar product
… Con’t
• The food designer needs to be aware, in the target market, of the
general
consumer behaviour towards foods and eating, and how this is slowly
changing
with time, but also needs to recognise the sudden change.
• This can be caused by either new information giving an attitude change, or
new foods giving the consumers some greater advantage for safety, nutrition,
convenience or
attractiveness
… Con’t
Stimuli to buy and eat
• Stimuli to buy and eat are many, for example the demands of the
family or home group, individual hunger, the array of products on the
supermarket shelves, the dishes on the menu or even the weather.
• The product stimuli to buy or not buy include:
• strong ‘not buy’ factors such as the smell of deteriorating fish, bruising of fruit,
• strong ‘buy’ factors such as value for money, sensory attractiveness
• important ‘buy’ factors such as the size of a loaf and the thickness of the slices may not
stimulate buying because they accept quite a wide variation in them
• weak ‘buy’ factors which do not stimulate such as the nutritional value and the
ingredients list on the label.
Product judging criteria
• Product judging criteria during the buying and use of the product are
important; for example for bread, they may be judging on: colour of
the crust, shape of loaf, fibre content and price.
• Consumers’ product knowledge is based on a chain:
Consumer/food relationship
• important throughout the food behaviour process; both the food and
the consumer have attributes and it is the compatibility of these
attributes that determines acceptance or rejection of a food product
• In product development, consumers’ needs and the related products’
attributes need to be considered together at each stage of the food
behaviour process
2. Understanding food choice
• Food choice is an area of research that has

expanded a great deal in recent years and
• whose findings need to be brought into
product development.
• Food choice is caused by
• the interaction of the person and the
buying or eating environment, both the
state of the environment and the
individual affecting the choice
• Consumer food choice is complex;
some of the variables are shown in Fig.
…Con’t
• Food choice can be broken down to the pattern of purchase or
rejection of a product, the needs and wants underlying this choice, the
psychological attitudes underlying the needs and wants, the effects of
the society and the culture.
• Some important factors for the individual consumer are:
 perception of ethnicity and social group;
 involvement with food;
 habitual behaviour;
 food stereotypes, expectations, likes/dislikes
3. Consumers’ avoidance and acceptance of new products
• Consumers tend to avoid new foods – a phenomenon called food

neophobia.
• This is the reason for free samples or in-store tasting of new products; and also
a great deal of information with new products.
• Neophobia is related to the marketing classification of consumers in relation
to new products as adopters and non-adopters, or innovators, influentials,
followers and diehards
Chapter 5 Shelf life and safety issues

Shelf life and safety issues
• Contents:
• Shelf life and safety issues
• Factors affecting shelf life (Microbial growth, Chemical and physical changes)
• Shelf life testing
• Food Safety basics
• HACCP Overview
INTRODUCTION
• Shelf life can be defined as the time when a product no longer maintains the
expected quality to the consumer.
• Shelf life and product quality are highly related
• When determining shelf life, one needs to determine important quality factors
or concepts for the food item. Is it safety, labeling, or acceptability?
• The product developer needs to determine which quality factor is most
important and how quickly the quality factors will change
• The product developer has not completed the development process until the
product has been in distribution for at least the product’s nominal shelf life.
• The shelf-life end point is that time when the product no longer represents the product concept.
• Shelf life is an important attribute to consider when developing the concept for a new or revised
food item and the desired shelf life should be stated
FACTORS CONTRIBUTING TO SHELF LIFE
• The product developer should consider these changes and determine whether the
microbial growth, chemical reactions, or physical changes most quickly affect the
food quality and hence limit the shelf life of the product.
• Microbial Growth
• Increased microbial growth can
• result in an unsafe food product if the growth is foodborne pathogens and toxins.
• adversely affect food quality resulting in the end of the shelf life.
• Microbial growth can change the flavor, appearance (including color), odor, and the texture of
the food
• Microbial changes can be measured during the shelf life
• When designing these tests, environmental factors should be taken into account.
• However, the product developer must keep in mind the product concept and the
desired attributes (pH to below 4.6, most bacteria grow optimally b/n 21°C and 38°C )
….Con’t
• Water activity, affect the rate of microbial growth. Water activity should
be controlled at every step including ingredient storage, processing, and
distribution to help prevent growth.
• At a water activity lower than 0.6, microbial growth can be prevented. Mold and
yeasts will not grow below a water activity of 0.61, and bacteria will not typically
grow at a water activity less than 0.91
• Increasing solids with sucrose or salt, using gums or starches, or adding
• humectants such as glycerin or corn syrup, can reduce water activity
• Higher D.E. (dextrose equivalents) corn sweeteners bind more free water than
lower D.E. sweeteners.
• Decreasing the oxygen & Increasing CO2 within the food storage
environment can also prevent microbial growth
Chemical Changes
• Enzymatic
• Several types of enzymatic reactions can occur in food which may affect its shelf
life.
• Proteolytic enzymatic reactions will break down the protein in the food.
• Depending on the food, the impact can be loss of nutrition, loss of protein functionality
during food processing or food preparation, or browning
• Whether this reaction results in a shelf-life issue is again dependent on the product concept
and consumer perception of the changes
• Lipolysis enzymatic reaction involving the enzyme lipase and lipids, can result in
flavor changes that are not acceptable to the consumer.
• Temperature, pH, and moisture are factors which can control lipase activity.
• The product developer, as part of the product team, must determine when the flavor change
becomes unacceptable
….Con’t
• Optimum highest enzymatic activity occurs at temperatures slightly higher than
ambient temperatures
• To prevent or minimize enzymatic changes within a food, the product developer
has some options
• The enzyme can be inactivated.
• Although each food system and each enzyme is unique, the required time and temperature for this
inactivation is approximately 93°C for two minutes
• If the heat treatment is not possible, then decreasing the water activity to less than 0.8 will provide the
necessary environment.
• Lipid Oxidation
• Primarly occur in foods high in fat when exposed to oxygen.
• The oxidation, measured by the peroxide method or by measuring the free fatty
acid value, will result in flavor changes, namely rancidity
…Con’t
• It can also cause changes in color, texture, and nutritional content.
• Factors
• A higher level of unsaturation in the lipids will result in significantly more lipid oxidation.
• The environment where the food is stored can affect the rate of lipid oxidation.
• Higher temperatures and light can increase lipid oxidation.
• The presence of metal ions (such as copper or iron) will often increase the oxidation process
through a catalytic reaction.
• Product moisture and pH will also affect oxidation.
• If the rate of lipid oxidation is too high, then adjustments can be made to the
food or package
• Packages impermeable to O2, vacuum-packed or nitrogen flushed to minimize the O2
content
• If product reformulation is possible, then the percentage of lipid can be reduced, or a
more stable, saturated form can replace the current lipid source.
• Also, higher acid and lower pH will aid in fat stability
…Con’t
• Maillard Browning reactions
• One very common set of chemical changes can occur throughout the life of a
product
• Maillard reactions or nonenzymatic involve protein (amine group) and
reducing sugars in a combination of chemical reactions, which result in the
development of brown coloration and toasted to burnt flavor.
• Higher temperatures will increase the rate of Maillard reactions.
• Although this set of reactions may be desirable (eg., in the toasting of bread),
often the reaction will result in an unacceptable product.
• Decreasing the storage temperature of the food or controlling the water activity can
control Maillard browning.
• Maximum Maillard browning occurs at water activities between 0.6 and 0.7

…Con’t
• Nutrient Loss
• Over time, food should be expected to lose some nutrient content.
• Environmental factors such as temperature, light, water activity, and pH can affect the
stability of thiamine, ascorbic acid, pyridoxine, folic acid, tocopherol, retinol, and carotene
• This effect on stability may be more important if nutritional content is key to the product
concept
• Eg. pet food - all of the daily nutritional requirements must be met
• If a nutrient claim is made and placed on the product package, then it is necessary to know that the
claim is valid throughout the lifetime of the product
• In other words, if a breakfast cereal is claiming 100% of the (RDI) in a serving, then the product
development team must determine at what point the food product no longer meets the claim
• Nutrients can be lost due to some of the chemical reactions
• protein degradation - enzymatic proteolytic or nonenzymatic Maillard reactions
• If protein is needed for functionality then the loss of protein may be significant eg., protein gluten

Physical Changes
• Texture
• A change in texture, often related to product quality, may occur in a
food throughout its shelf life. Enzymatic reactions, moisture changes,
and chemical reactions generally cause texture changes
• The product developer should identify the texture changes that may
occur and
then decide if they can be prevented. The product team must evaluate
the
risk-benefit of shorter shelf life or increasing the overall product cost
by
making adjustments to the product formulation, packaging, or
distribution
system
…Con’t
• Color
• Color is a major attribute that can influence consumers. Over the
food’s
shelf life, color can fade or change (browning).
• All of these changes can be measured using a colorimeter or
spectrophotometer.
• Although a cruder and less accurate measurement, color can also be measured
using paint chips. Clearly, the choice is up to the product development team

….Con’t
• Moisture
• Moisture gains or losses in a food may be indicative of texture changes and
sensory changes including color and appearance.
• Depending on the food, there may be moisture migration between two
components in the food or between the food and the outside environment
• The product developer may decide to measure the water activity of the food.
• Water activity (aw) is defined as
• The percent equilibrium relative humidity (RH) divided by 100.
• At this equilibrium relative humidity, the product will not pick up or lose moisture
• The water activity can also be defined as the free water available for chemical reactions.
• The rate of microbial growth, Maillard browning, and other chemical reactions will change,
depending on the water activity, and these changes can greatly affect the shelf life of the food.

SHELF-LIFE TESTING
• Conducting Shelf-Life Testing
• Although shelf life should always be determined on the finished product, it is
not the only measurement that may be necessary. Shelf life can also be
measured on individual components to determine which component in the
formula may be affecting the shelf life significantly
• Measuring shelf life on product that has actually gone through the
distribution cycle is also recommended. As mentioned in the introduction, the
product developer’s responsibility is not over until the product has been in
distribution for at least one shelf-life period. The data obtained from the
distributed product should be compared to the controlled shelf-life testing
to determine whether future testing should be revised to better reflect
distribution conditions
Identify Future Handling of Product
• Prior to shelf-life testing, the product developer should determine how
the
product will be handled during distribution. Specifically, the
distribution
and storage temperatures need to be known for valid testing.
• Identify Product Changes

• Prior to shelf-life testing, the product development team must hypothesize
what the expected changes in the product will be during its lifetime and which
factors would be limiting for the product concept.

Shelf-Life Test Data Collection
• The measurements made during the shelf-life test should be those that will
help the product development team decide when the product concept is no
longer valid. These tests can be a combination of analytical tests and sensory tests
• Several sensory tests can be conducted during shelf-life testing. These tests can be
discrimination tests using trained or untrained panelists, difference tests, duo-tri tests,
triangle tests, and descriptive tests. Each of these tests provides a certain type of data.
• The analytical or objective tests can be used to quantify changes.
• As mentioned previously, it is important that the product developer identifies those
product attributes which are expected to change during the product shelflife and which are important to
the product concept.
• Texture can be tested using a texturometer, and color may be tested using a colorimeter or
spectrophotometer.
• Moisture can be measured using a vacuum oven, and nutritional content can be measured using AOAC
methods

Food Safety basics --HACCP: A QUICK OVERVIEW
• Prior to initiating a program to develop and implement a HACCP plan, the processor
must have a series of basic prerequisite programs in place. These are as follows:
• Good manufacturing practices (GMPs)
• Sanitation standard operating procedures (SSOPs)
• Product identification and coding systems
• Product tracking and recall programs
• Preventive maintenance programs
• Education programs for management and staff
• These are the foundations of food safety and quality, and if they are not properly
developed, implemented, maintained and monitored, the HACCP plan will be
compromised
• Because HACCP is a systems-approach to food safety, all operating groups within a
company or organization should be involved in developing and implementing the
plan

….Con’t
• 1. Assemble HACCP Team
• HACCP is a systems approach to food safety, so the team should reflect the
system or whole plant operation.
• The team should, therefore, include representatives from throughout the plant or
operation.
• Among the groups who should be represented are R&D, quality
control/assurance, engineering, production, receiving, warehousing, shipping, and
purchasing.
• The team leader must be sure that team members and their backups fully
understand HACCP and its principles
• The ultimate goal of the HACCP team is to develop a HACCP plan for the
whole operation, that is, all products and lines
….Con’t
• 2. Describe the Product
• The HACCP team must fully describe each product.
• This description should include its formulation, its manufacturing and packaging
processes, its distribution method, and the potential for abuse during distribution
or by consumers.
• 3. Identify the Intended Use and Consumers of the Food
• The HACCP team must determine how and by whom the food will be
used
• Of primary importance is whether the food will be used by a group
who may be more susceptible to illness or injury, aged or infirm, infants,
or the immunocompromised
….Con’t
• 4. Develop a Flow Diagram That Describes the Process
• The HACCP team must then develop a process flow diagram. This flow
diagram should begin with the ingredients, raw materials, and packaging
materials as they enter the plant, proceed through the process and go
through the steps after processing and warehousing. Having the team insert
all process parameters (times, temperatures, etc.) into the flow diagram at
this time is recommended.
• 5. Verify the Flow Diagram
• The HACCP team must then visit the plant to confirm the flow diagram
they have created

Develop the Plan Using the Seven Principles
• The seven principles will serve as the basis of developing the plan
• The HACCP team will quickly learn that there are seven interrelated
principles. They must work together for the plan to be successful.
 Principle 1: Conducting a hazard analysis.
 Principle 2: Determining the critical control points (CCPs).
 Principle 3: Establishing critical limits.
 Principle 4: Establishing a system to monitor control of the CCP
Principle 5: Establishing the corrective action to be taken when monitoring indicates that a
particular CCP is not under control.
Principle 6: Establishing procedures for verification to confirm that the HACCP system is
working effectively.
Principle 7: Establishing documentation concerning all procedures and records appropriate
to these principles and their application

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PART 1 Food Product Development

Food Product Development and Sensory Evaluation, 3 rd Year Food Eng.

• Products are also grouped according to

• PD Process is important in the food industry, as in all other industries.

• which more clearly delineated the skill and knowledge areas

• Evaluation is continuous so that improvements can be made quickly.

• Products can be classified as business-to-business (or industrial), service and

• The development of the consumer products is mostly concerned with

• Innovation can include

• The innovation possibilities may be

Food Product Development and Sensory Evaluation, 3 rd Year Food Eng.

1. Product and process design and development

• This PD Process can be called the Critical PD Process because it is based

1. Defining the project

• In food product design, there are • Ergonomics -rlnship of the physical

Food Product Development and Sensory Evaluation, 3 rd Year Food Eng.

• Can be followed by a further divestment stage where, with food

• Food choice is an area of research that has

• Consumers tend to avoid new foods – a phenomenon called food

Food Product Development and Sensory Evaluation, 3 rd Year Food Eng.

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08/03/2021 BiT|FCFE|Muhammed A. 102

08/03/2021 BiT|FCFE|Muhammed A. 104

08/03/2021 BiT|FCFE|Muhammed A. 105

• Identify Product Changes

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08/03/2021 BiT|FCFE|Muhammed A. 112

08/03/2021 BiT|FCFE|Muhammed A. 113

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