reading

Cover
Title Page
CONTRIBUTORS
PREFACE
1. How to read this book
Chapter 1: INTRODUCTION
1. Why Read a Chapter? Why Read a Part? Why Read the Book?
Part I: Understanding Product Development in Today's Food Industry
1. Chapter 2: HOW DID THE FOOD INDUSTRY GET (FROM THERE) TO HERE?
  1. Turn of the Century
  2. Looking in the Fridge
  3. Challenges for the Future
  4. Opportunities for the Future
  5. References
  6. Further Reading
2. Chapter 3: WHY UNDERSTANDING TRENDS IS IMPORTANT TO PRODUCT SUCCESS
  1. Three Evergreen Trends
  2. Healthy Eating
  3. Paleo: A Diet Fat That Looks to the Far‐Off Past
  4. A More Sustainable Way to Manage Wellness: The Role of Protein in the Diet
  5. From Niche to Mainstream: Gluten Free
  6. Natural Nutrition: The Trend to Drive Healthy Eating Forward
  7. Pleasure: Food as a Sensory Experience
  8. Convenience
  9. Final Thoughts
  10. References
3. Chapter 4: DEVELOPING PARTNERSHIPS
  1. Introduction
  2. White Space Opportunities – We Want to do This, But We Don’t Know How (Given Our Time Frame)
  3. Choice Opportunities – We Want to Do This, But We Are Making a Choice to Outsource (Given Our Time Frame)
  4. Conclusion
4. Chapter 5: BUILDING SUPERIOR R&D ORGANIZATIONS
  1. The Challenge
  2. R&D Skills: Level 1 – Technical Basics, Required Skills
  3. R&D Skills: Level 2 – Team Player
  4. R&D Skills: Level 3 – Business Partner
  5. Skill and Capability Assessment
  6. Further Reading
5. Chapter 6: A FLAVOR SUPPLIER PERSPECTIVE – LET’S CUT TO THE CHASE AND WIN TOGETHER!
  1. Introduction
  2. New Business Models
  3. Conclusion
6. Chapter 7: SUPPLIER COLLABORATION AND OPEN INNOVATION TO ACCELERATE FOOD PRODUCT DEVELOPMENT
  1. Introduction
  2. A Product Development Process is the First Step
  3. Why a Growth Process?
  4. Supplier Offerings
  5. Products
  6. Services
  7. Network
  8. Complementary Knowledge and Skills
  9. The Role of the Supplier in the Product Development Process (Supplier Collaboration/Open Innovation)
  10. Case Study: Addressing Texture Challenges of Salad Dressing Through Novel Formulation Approaches (Ingredion, 2012)
  11. Success Story #1: Reduction of Oil and Building Back the Eating Experience in Light Creamy Ranch Dressing
  12. Success Story #2: Transforming Texture: Expanding Product Range by Producing a Variety of Textures on the Same Process Equipment
  13. Collaboration is Key
  14. References
7. Chapter 8: ONE COMPANY’S PERSPECTIVE ON INNOVATION – STARBUCKS COFFEE, CIRCA 2006
  1. Introduction
  2. Innovation Defined
  3. Key Principles and Applications
  4. Maintaining Relevance with Your Consumer
  5. Target the Possibilities: Map Your Product Adjacencies
  6. Don’t Focus on the Enormity of the Goal
  7. Reference
8. Chapter 9: INNOVATION VERSUS INVENTION
  1. Introduction
  2. Innovation Example 1
  3. Invention Example 1
  4. Innovation Example 2
  5. Protecting the Project (and Product) via Continuous Assessment of Strengths, Weaknesses, Opportunities, and Threats (SWOT)
  6. Consider SWOT at all Times
Part II: Accelerating Food Product Design and Development
1. Chapter 10: BRANDS
  1. Introduction
  2. The “Meaningful” Brand, One Key to the Puzzle
  3. Where Good and Great Brands Might Arrive and Where Meaningful Brands Start
  4. From Great Brands to Meaningful Brands
  5. Pragmatics – How to Discover Meaning for a Brand
  6. What About the Money?
  7. References
2. Chapter 11: MARKET FORCES
  1. Introduction
  2. What is a Brand?
  3. Why Product Developers Should Understand the Inner Working of Brands
  4. Brands as Frames of Reference
  5. The Relation Between the Brand and the Product
  6. How Can Marketing and Product Development Teams Ensure They Are Achieving Alignment Between the Brand and the Potential New Product?
  7. Brands as Added Value – Interactions and Scenarios
  8. Some Empirical Data – Results of a Study to Understand What “Brand” Really Does
  9. Implications for New Products
  10. References
3. Chapter 12: LOOKING AT HOW THE UNIVERSITY PREPARES SOMEONE FOR A CAREER IN FOOD SCIENCE
  1. Introduction
  2. Academic Accreditations
  3. Graduate School Academic Criteria
  4. Integrated Experiences
  5. Product Development Competitions
  6. In‐Class Experiences
  7. New University Program Offerings
  8. Research Experiences
  9. UMass’s Strategies for Soft Skill Development
  10. Future Direction and Academic Opportunities
  11. References
4. Chapter 13: APPLYING PROCESSES THAT ACCELERATE NEW PRODUCT DEVELOPMENT
  1. Background
  2. Use This…Not That – Making Decisions Between Qualitative or Quantitative Research
  3. Discovery: Understanding Consumer Needs
  4. Scoping: Developing a Viable Business or Product Idea
  5. References
5. Chapter 14: DESIGN OF PACKAGING THAT FILLS THE PROMISE AND MEETS/EXCEEDS CONSUMER EXPECTATIONS
  1. Introduction
  2. Product Failures and Successes and Their Implications on Packaging
  3. Consumer Driven Packaging Design (CDPD)
  4. Discovery for CPDP
  5. Summary
  6. References
6. Chapter 15: MAKING LEMON BARS OUT OF LEMONS
  1. Introduction
  2. Start with the Essentials: An Overview
  3. Leadership is Key
  4. Team Roles and Responsibilities: Trust Beats Failure
  5. The Flexible Plan
  6. Process Management
  7. Ideas are Everywhere
  8. Adequate Funding of Research Yields Growth
  9. Open Innovation and Partnerships
  10. “Embrace Innovation”…But Ready to Change
  11. Walking Away is “OK”
  12. Conclusion
  13. Acknowledgments
  14. References
Part III: Optimizing Food Product Design and Development
1. Chapter 16: IDENTIFYING CRITICAL STEPS IN THE NEW PRODUCT DEVELOPMENT PROCESS
  1. Introduction
  2. Overview of the New Product Development Process
  3. Critical Steps for the New Product Development Process
  4. Keys for a Successful New Product Development Process
  5. References
2. Chapter 17: CATEGORY APPRAISAL AND INGREDIENT SEARCH
  1. General Introduction
  2. Strategies – Ideation
  3. Descriptive Analysis
  4. Psychophysics and the Contribution of Experimental Psychology
  5. Psychophysical Thinking Unchained – Beyond S‐R Thinking to R‐R Thinking
  6. What Does the Developer Learn from Simple R‐R (Sensory‐Liking) Analyses?
  7. Illustrating the Approach Through a Case History – Healthy Bread
  8. An Overview to the Product Modeling
  9. But What About the Specific Ingredients Themselves?
  10. References
3. Chapter 18: APPLICATIONS OF DISCRIMINANT AND LOGISTIC REGRESSION ANALYSIS FOR CONSUMER ACCEPTANCE AND CONSUMER‐ORIENTED PRODUCT OPTIMIZATION STUDY
  1. Introduction
  2. Case Study I: Acceptance and Purchase Intent of U.S. Consumers for the Nonwheat Rice Butter Cakes
  3. Case Study II: Consumer‐Oriented Product Optimization of Butter Cake Formulations Made Predominantly with Long‐Grain Rice Flour
  4. References
4. Chapter 19: RESPONSE SURFACE METHODOLOGY AND CONSUMER‐DRIVEN PRODUCT OPTIMIZATION
  1. Introduction
  2. What is RSM and What Does It Do?
  3. Experimental Design
  4. Product Optimization Designs
  5. References
5. Chapter 20: ACCELERATING AND OPTIMIZING NEW FOOD PRODUCT DESIGN AND DEVELOPMENT – WHERE DOES DESIGN AND DEVELOPMENT GO NEXT?
  1. A Tale of Two Old Dogs – Comparing P&G with Unilever
  2. Finding a Place in the Pack – Food Kits… Dinner‐in‐a‐Box
  3. What’s the Short‐Term Focus?
  4. References
Index
End User License Agreement

List of Tables

Chapter 02
1. Table 2.1. Found in “the fridge.”
2. Table 2.2. Food business mergers and acquisitions: 1997–2003.
Chapter 03
1. Table 3.1. Understanding the relationship between a trend and a fad.
Chapter 05
1. Table 5.1. Skill level definition.
2. Table 5.2. Examples of skills with definition.
3. Table 5.3. Example of skill assessment.
Chapter 06
1. Table 6.1. Level of project complexity.
Chapter 07
1. Table 7.1. Key drivers impacting the salad dressing segment.
2. Table 7.2. Top 10 dressings mentioned on U.S. menus
3. Table 7.3. Usage preferences for ranch dressing.
4. Table 7.4. TEXICON® texture attributes for creamy ranch salad dressings.
5. Table 7.5. Formulation: Control and reduced oil recipe.
6. Table 7.6. Texture transformation formulations.
Chapter 08
1. Table 8.1. Ordinary and extraordinary views.
2. Table 8.2. Growth from 1992 to 2003.
Chapter 09
1. Table 9.1. Relationship between innovation and invention.
2. Table 9.2. Simple articulation of SWOT.
Chapter 11
1. Table 11.1. Utility values for the best performing and worst performing elements from the 2001 Crave It! database.
2. Table 11.2. Top scoring elements and utility values for the linear model.
3. Table 11.3. Significant pairwise interactions containing brand.
4. Table 11.4. Utilities of concept elements for scenarios based upon strata in Silo D (Brand, Outlet).
Chapter 12
1. Table 12.1. Required courses for IFT food science educational standards.
2. Table 12.2. Core competencies in food science for accreditation from IFT Educational Standard.
Chapter 13
1. Table 13.1. New product failure rate by industry
2. Table 13.2. From “40 Ways to Crash a Product Launch”
3. Table 13.3. How to create a hypothesis.
4. Table 13.4. Potential responses for a GameBoard™ for chocolate chip cookies.
5. Table 13.5. Answers to Framing Figure 13.5.
Chapter 14
1. Table 14.1. Attributes and protocepts used in the GameBoard™ for child resistant packaging.
Chapter 17
1. Table 17.1. Summary data for 13 healthful bread products on 28 attributes.
2. Table 17.2. Slopes for leverage analysis.
3. Table 17.3. Location of the eight sensory attributes on two factors, and factor score locations of the 13 test breads.
4. Table 17.4. Steps followed to create the product model based on ratings for the bread products.
5. Table 17.5. Example of equations.
6. Table 17.6. Different product profiles emerging from the analysis of the bread products.
7. Table 17.7. Reverse engineering (four alternatives – artisanal bread and homemade tasting).
8. Table 17.8. Some popular ideas from Brand Delphi, where panelists selected promising ideas from other panelists, rated them, and offered new ideas.
9. Table 17.9. The utilities for concept elements from the Healthy You! study on healthful bread.
10. Table 17.10. Utilities of specific product features for a healthful bread positioning as either a morning or an evening bread.
Chapter 18
1. Table 18.1. Descriptive discriminant analysis (DDA) reporting the canonical structure r values for describing group differences among the four butter cake products.
2. Table 18.2. Mean consumer scores for sensory acceptability and positive overall product acceptance and purchase intent (%) of four butter cake products.
3. Table 18.3. Parameter estimates, probability, and odds ratio estimates for predicting overall acceptance and purchase intent of the butter cake products.
4. Table 18.4. Parameter estimates, probability, and odds ratio estimates for predicting overall acceptance and purchase intent of each butter cake product.
5. Table 18.5. Percentage hit rate (correct classification) for overall acceptance and purchase intent of butter cake products.
6. Table 18.6. Ten butter cake formulations in the three‐component constrained simplex‐lattice mixture design.
7. Table 18.7. Mean consumer acceptance scores for sensory attributes and overall liking of 10 butter cake formulations.
8. Table 18.8. Positive responses (%) for overall product acceptance and purchase intent of butter cake products.
9. Table 18.9. MANOVA statistics and F approximations.
10. Table 18.10. Descriptive discriminant analysis (DDA) reporting the canonical structure r values describing group differences among 10 butter cake formulations.
11. Table 18.11. Predictive discriminant analysis (PDA) result reporting percentage hit‐rate for predicting overall acceptance and purchase intent.
12. Table 18.12. Logistic regression analysis (LRA) result reporting parameter estimates, probability, and odds ratio estimates for predicting overall acceptance.
13. Table 18.13. Logistic regression analysis (LRA) result reporting parameter estimates, probability, and odds ratio estimates for predicting purchase intent.
14. Table 18.14. Purchase decision changes analyzed by the nonparametric McNemar Test.
Chapter 19
1. Table 19.1. Designs for 2ⁿ for one, two, three, and four independent variables (A, B, C, D), each of which takes on two alternative values (coded as 1, −1).
2. Table 19.2. Example of a two‐level screening design for up to 11 variables in 12 combinations. Each variable, A–K, can take on one of two values, denoted by 1 or −1, respectively.
3. Table 19.3. Three level designs, showing three variables (A, B, C), each at three levels (−1, 0, and l corresponding to low, medium, and high, respectively).
4. Table 19.4. Example of data from the beverage study.
5. Table 19.5. Models showing the effects of the nine variables on the ratings of overall liking for 12 products.
6. Table 19.6. Coefficients showing the part‐worth contribution of each of the nine independent variables, as it goes from state 0 to state 1.
7. Table 19.7. Five‐level Box–Behnken design and alternative fractions.
8. Table 19.8. Summary of some equations.
9. Table 19.9. How concentration of an ingredient in the carbonation drives overall liking, all other ingredients held constant at the middle level, 2.0 (top panel), and how level of sweetener drives ratings, all other ingredients held constant at the middle level, 2.0.
10. Table 19.10. Alternative formulation optima for beverages subject to implicit constraints imposed on the product.
11. Table 19.11. Results from reverse engineering.

List of Illustrations

Chapter 02
1. Figure 2.1. Life was good in the 1950s.
2. Figure 2.2. Pyramid power unleashed in 1992.
Chapter 03
1. Figure 3.1. US new product introductions by type and year, 1964–2013.
2. Figure 3.2. US new food and drink introductions, 2011–2015.
3. Figure 3.3. Food and beverage introductions with low/no reduced sodium claims.
4. Figure 3.4. La Croix brand.
5. Figure 3.5. Birds Eye Steamfresh.
6. Figure 3.6. Nature Valley Nut Bar.
7. Figure 3.7. Evol Street Tacos.
8. Figure 3.8. Chicken Helper.
9. Figure 3.9. Comparison of introductions for a trend (wholegrain) versus a fad (low/no/reduced carb).
Chapter 04
1. Figure 4.1. Japanese pastries.
2. Figure 4.2. Sushi.
Chapter 06
1. Figure 6.1. Standard two funnel approach.
2. Figure 6.2. Embedded funnel within a funnel process.
3. Figure 6.3. Joint funnel.
4. Figure 6.4. The path from client‐supplier to strategic research partners.
Chapter 07
1. Figure 7.1. Growth process.
2. Figure 7.2. Example growth matrix.
3. Figure 7.3. North America salad dressings manufacturers market share in 2014.
4. Figure 7.4. US soybean oil monthly prices 2004–2014.
5. Figure 7.5. Texture claims in new product launches.
6. Figure 7.6. North America salad dressings passive health claims.
7. Figure 7.7. Active health claims for salad dressings in North American product launches (2008–2012).
8. Figure 7.8. US Regulations on nutrient content claim labeling 21CRFPt101.
9. Figure 7.9. Texture map of a selection of pourable creamy ranch salad dressings on the US market.
10. Figure 7.10. Salad dressing process.
11. Figure 7.11. Spider plot comparing sensory attributes of salad dressings.
12. Figure 7.12. Texture map showing texture transformation in salad dressings.
Chapter 08
1. Figure 8.1. Mapping adjacencies.
Chapter 11
1. Figure 11.1. What is a brand?
2. Figure 11.2. Alignment of brand and product is critical to achieve virtuous circle.
3. Figure 11.3. In today’s marketplace, consumers buy what they understand; needs and wants are necessary but not sufficient.
Chapter 12
1. Figure 12.1. Product development life cycle
2. Figure 12.2. UMass Amherst students create ice cream flavors for Maple Valley Creamery
Chapter 13
1. Figure 13.1. The product realization roadmap.
2. Figure 13.2. Discovery.
3. Figure 13.3. A typical knowledge map.
4. Figure 13.4. The Knowledge Mapping process.
5. Figure 13.5. The importance of framing.
6. Figure 13.6. Example of landscape maps.
7. Figure 13.7. Value diagram example.
8. Figure 13.8. Idiograph as part of the value diagram.
9. Figure 13.9. Scoping – developing a viable business or product idea.
10. Figure 13.10. A simple GameBoard™ example for creating a new chocolate chip cookie idea.
11. Figure 13.11. An example of a “completed” simple GameBoard™ for chocolate chip cookies.
12. Figure 13.12. Setting up a Product Rubric™ for quantitative testing.
13. Figure 13.13. An example of the output for a quantitative Product Rubric™.
Chapter 14
1. Figure 14.1. Frito Lay’s Sun Chip Bag.
2. Figure 14.2. Tropicana’s juice carton.
3. Figure 14.3. Colgate Kitchen Entrée.
4. Figure 14.4. Dutch Boy paint can.
5. Figure 14.5. Chug Pack.
6. Figure 14.6. Go‐Gurt pack.
7. Figure 14.7. Consumer driven package design process.
8. Figure 14.8. Example of an idiograph, showing the linkage between packaging attributes and emotion for current child resistant bottles.
9. Figure 14.9. Hypothetical space that has been developed for consumer interviews.
10. Figure 14.10. GameBoard™ for use by consumers to build the Packaging Concept.
11. Figure 14.11. Concept for child resistant packaging.
12. Figure 14.12. Design to be used by consumers for Scoping of optimum size and shape.
13. Figure 14.13. Kano developed for child resistant packaging.
14. Figure 14.14. Perceptual design space for optimization.
15. Figure 14.15. Perceptual design space used for the RPO, showing the research flow and optimum solution.
16. Figure 14.16. Final bottle design that will go into Optimization.
Chapter 17
1. Figure 17.1. Schematic sensory‐liking curve showing how changes in sensory magnitude drive changes in liking. The curve reflects the “best‐fit” parabola (quadratic function).
2. Figure 17.2. Comparison of one variable, two variable (linear), two variable (nonlinear), and two variable interaction.
3. Figure 17.3. A two‐dimensional product map using factor scores as the dimensions. Products are denoted by ovals, with the size of the oval proportional to the degree of liking.
4. Figure 17.4. Approach used for the healthful bread study to identify product dynamics and product specifics.
5. Figure 17.5. Schematic for leverage analysis.
6. Figure 17.6. Two sensory‐liking curves for bread.
7. Figure 17.7. How sensory darkness “drives” overall liking for the two segments (S1, S2) emerging from the healthful bread study.
8. Figure 17.8. Map of the 13 bread products in the factor space defined by principal components. The size of the circle is in proportion to the degree of overall liking. For convenience, a two‐dimensional space has been chosen to illustrate the mapping and modeling, although the number of dimensions is a function of the particular product, sensory attributes, and decision criteria for factor‐extraction chosen by the researcher.
Chapter 18
1. Figure 18.1. The PCA product‐attribute biplot involving Principal Component (PRIN) 1 and Principle Component (PRIN) 2.
2. Figure 18.2. The constrained region in the simplex coordinate system defined by the following restrictions: 0.0 ≤ X1 ≤ 1.0; 0.0 ≤ X2 ≤ 1.0; and 0.0 ≤ X3 ≤ 0.5; where X1 = wheat flour, X2 = rice flour, and X3 = pregelatinized rice flour. Numbers 1–10 represent the 10 formulations and correspond to the numbers in Table 18.6.
3. Figure 18.3. Mixture response surface (MRS) for predicted acceptability values (based on a 9‐point hedonic scale) of sensory attributes. See Figure 18.2 and Table 18.6 for coordinate points and formulations.
4. Figure 18.4. Superimposition of critical sensory attributes to attain optimal formulation range. See Figure 18.2 and Table 18.6 for coordinate points and formulations.
Chapter 19
1. Figure 19.1. Three types of relations between independent and dependent variables.
2. Figure 19.2. Three polynomial surfaces that might emerge from RSM studies: (a) Linear, (b) Quadratic, (c) Quadratic with interactions. Each surface shows the relation between two independent variables (A,B) and a dependent variable (rating).
3. Figure 19.3. A case where the optimum product is probably not the best scoring product.
4. Figure 19.4. Two equal intensity contours. The darkness of the shade is proportional to the degree of liking. The first contour (a) shows no interaction between the two independent variables. The second contour (b) shows data where there is substantial interaction between the two independent variables.
5. Figure 19.5. Dose response curve for four different attributes (A, B, C, D) as a function of changes in a single dependent variable. All other independent variables were held constant.
6. Figure 19.6. Screen shot of a subset of the data in Excel format prior to the creation of square and cross terms. The screen shot shows the Product Identification (PROD), the levels of the five ingredients (prefaced by the letter I), the cost of goods (Cost), the liking ratings (prefaced by the letter L) and the sensory ratings (prefaced by the letter S).
Chapter 20
1. Figure 20.1. The “dog” model of business.
2. Figure 20.2. R&D efforts for 2016 (Fusaro, 2016).

First edition published 2007 by Blackwell Publishing and the Institute of Food Technologists

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Library of Congress Cataloging‐in‐Publication Data

Names: Beckley, Jacqueline H., editor. | Herzog, Leslie J., editor. | Foley, M. Michele, editor.
Title: Accelerating new food product design and development / edited by Jacqueline H. Beckley, The Understanding & Insight Group, Denville, NJ, Leslie J. Herzog, The Understanding & Insight Group, Denville, NJ, M. Michele Foley, Nestlé, Fremont, MI.
Description: Second edition. | Hoboken, NJ, USA : Wiley, 2017. | Includes bibliographical references and index. |
Identifiers: LCCN 2017013710 (print) | LCCN 2017020535 (ebook) | ISBN 9781119149316 (pdf) | ISBN 9781119149323 (epub) | ISBN 9781119149309 (cloth)
Subjects: LCSH: Food industry and trade–Research–United States. | Food industry and trade–United States–Marketing. | New products.
Classification: LCC HD9005 (ebook) | LCC HD9005 .A62 2017 (print) | DDC 664.0068/5–dc23
LC record available at https://lccn.loc.gov/2017013710

Cover Design: Wiley
Cover Images: © nadla/Gettyimages; © monkeybusinessimages/Gettyimages; © vladimir_n/Gettyimages; © Carolyn Woodcock/Gettyimages; © Savas Keskiner/Gettyimages; © XiXinXing/Gettyimages

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Regulation of Functional Foods and Nutraceuticals: A Global Perspective (Clare M. Hasler)
Resistant Starch: Sources, Applications and Health Benefits (Yong ‐ Cheng Shi and Clodualdo Maningat)
Sensory and Consumer Research in Food Product Design and Development (Howard R. Moskowitz, Jacqueline H. Beckley, and Anna V.A. Resurreccion)
Spray Drying Techniques for Food Ingredient Encapsulation (C. Anandharamakrishnan and Padma Ishwarya S.)
Sustainability in the Food Industry (Cheryl J. Baldwin)
Thermal Processing of Foods: Control and Automation (K.P. Sandeep)
Trait ‐ Modified Oils in Foods (Frank T. Orthoefer and Gary R. List)
Water Activity in Foods: Fundamentals and Applications (Gustavo V. Barbosa ‐ Cánovas, Anthony J. Fontana Jr., Shelly J. Schmidt, and Theodore P. Labuza)
Whey Processing, Functionality and Health Benefits (Charles I. Onwulata and Peter J. Huth)

IFT Press Advisory Group

Accelerating New Food Product Design and Development

Titles in the IFT Press Series

DEDICATION

CONTRIBUTORS

Note

PREFACE

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