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The Right Food
meets the flavor, textural, appearance, portioning, performance levels, and overall quality, so it will be purchased again.
Proper Packaging & Usage Prep
allows the product to be credible on the shelf and to deliver at optimal performance levels within the realm of reasonable preparation for the consumer.
Define the Right Food, Preparation and Packaging (Per Platform).
Ensure that the customer understands the product and that it meets his/her needs. The following are recommended steps and work flow, however, these can be adjusted or omitted depending on particular needs or circumstances.
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Brainstorm Ideas - Brainstorm product ideas that deliver on the needs designated in the platform.
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Define Initial Filter - Determine if the product is technically feasible and if the competitive environment is positive.
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Prioritize Food and Package While Including Multiple Ideas/Ways to Achieve Platform Objectives - Of the ideas generated, prioritize the concepts per platform (from both a product and packaging standpoint) based on meeting the consumer need. Then, determine what other filters are needed - i.e., speed to market.
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Describe Product - Create a product description that defines the (1) target market; (2) consumer need being met (reason for being); (3) product specifications such as size, weight, flavors, pack size; (4) packaging; (5) target price range based on preliminary cost analysis; (5) initial thoughts on product positioning.
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Develop Protocept - Develop protocepts for both the product and the package. Internally (with small group of employee testers, for example) evaluate the protocepts and make adjustments/tweaks to them as necessary. Initial costs of product are also investigated.
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Determine Technical and Manufacturing Needs/Prototype -
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Develop a list of potential partners to work with and determine their interest level.
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Contact and work with manufacturing partners along with our technical team to develop prototypes of the product and packaging that could be used with consumers.
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Determine if the product is technically viable within reasonable costs, time, equipment availability, etc.
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Test with Consumers - Gain direct experience with the food package directions, the performance of the product and finding the strongest ways of positioning the product. Test the product and packaging with a small set of consumers (up to 50) by enlisting consumers in “kitchen groups” (4-8 consumers in a home-type kitchen where they can try the product from start to finish and be observed), or letting consumers try the products at home and then complete a survey via phone and/or in person.
For foodservice products, test in the targeted segment or venue to determine the products fit and performance.
The finished prototype (useable product and packaging) should be tested with consumers so that they can experience the entire preparation and eating process. This means that consumers are provided with the product and would be able to follow preparation instructions on the package, prepare the product, and consume the product in a suitable setting. Appropriate questions and follow-up groups would be part of the testing. Record all feedback and critical learnings -
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Did the food deliver?
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Did the package work well?
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Were the directions accurate and easy to understand?
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Do they think there is a product like this “out there?”
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What were the top benefits described by the testers?
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What improvements did they want?
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Would they buy this once? Again?
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Optimize Product –
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Make refinements.
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If major changes are made, retest with consumers to determine their acceptance.
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Determine if additional research is needed (i.e. sensory-taste panel to get feedback on the hedonic details of product such as flavor profiles).
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Calculate the product cost and determine suggested pricing, if possible.
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Make Preliminary Market Assessment –
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Assess the market attractiveness for this product.
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Determine if the proposed price will work in this market.
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Ask if this product is competitive.
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Know the competitive set and possible substitutes for this product.
Measurement Tool
Product Rating:
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1 = Below Average
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2 = Average
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3 = Above Average
If the product scores a “2” or higher, then move to the next phase.
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Criteria
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Product Rating
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| Consumers thought favorably of the product |
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| Technologically feasible (can be made) |
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| Interest by industry partner |
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| Initial market assessment favorable |
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| Average Score |
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Documentation
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Capture all new concept ideas.
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Record Initial Filter results (letter B).
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Prioritize the concepts and document the process along with the results.
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Capture all product definitions/product specifications.
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Document prototypes and any information including product specifications.
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Capture all product photography and packaging layouts developed.
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Record the list of partners generated.
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Record results of meetings with industry partners.
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Document results from the consumer tests and any learnings gained. Focus on learnings from product modifications.
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Internally prioritize the products that should move forward.
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Document any modifications and explain rationale for them.
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Create a plan for each product ¾ determine next key steps to bring the prototype to product.
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Document Measurement Tool results.
Return to New Product Development Process
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