Module 5: Food Product Development

Food Product Development

• Food Product Development is the process of creating a new food product or
improving an existing one to meet consumer needs, market trends, health
requirements, or technological advancements. It involves idea generation,
formulation, testing, packaging, regulatory compliance, and marketing
before the product reaches consumers.
• "Food product development is the step-by-step process of designing, testing, and
launching new or improved food items that are safe, nutritious, appealing,
and marketable."
 Innovation and Food Product Development
• Food product development involves creating new food items or improving
existing ones to meet market needs, improve health value, shelf life, or cater
to changing lifestyles.
• Key Aspects: Innovation includes using novel ingredients, techniques (e.g., 3D
food printing), or creating functional foods (e.g., probiotic yogurt).
• Development involves stages: idea generation → prototype creation → sensory
evaluation → shelf-life testing → market launch.
• Example: Amul introduced lactose-free milk targeting lactose-intolerant
consumers—an innovation based on consumer health needs.
Factors to Consider in Product Development
External Factors:
Market Trends: Preferences for low-carb, high-protein, or vegan foods.
Competition: Similar products by competitors.
Government Regulations: FSSAI, HACCP compliance.
Technology: Availability of processing and preservation tools.
Cultural and Societal Influence: Regional tastes, traditions, festivals.
Internal Factors:
R&D Capabilities: Laboratory and expertise.
Cost of Ingredients and Production.
Storage and Distribution Logistics.
Brand Identity and Vision.
Example: Nestle developed "Maggi Oats Noodles" considering internal product portfolio diversification and
external consumer trend toward healthier instant foods.
 Case Studies
1. Market Concerns: Issue in Rising obesity and diabetes.
Response: Companies launched sugar-free and low-GI products (e.g., sugar-free biscuits,
diabetic rice).
Case Study: Britannia's "NutriChoice Diabetic Friendly Essentials" addressed health
risks and market demand for diabetic-friendly products.
2. Consumer Demands: Trend in Growing demand for plant-based products.
Response: Development of plant-based meat alternatives.
Case Study: "Imagine Meats" launched in India by Genelia and Riteish Deshmukh,
offering soy-based kebabs and biryanis for flexitarian and vegan consumers.
 Case Studies(continued)
3. Societal Changes: Trend in More women in the workforce → increased demand for convenient, nutritious foods.
Response: Ready-to-eat or ready-to-cook fortified meals.
Case Study: MTR introduced fortified ready-to-eat Indian meals targeting working women with time constraints.
4. Technological Development : Innovation in Cold plasma, HPP (high-pressure processing), and 3D food printing.
Benefits: Improve shelf-life, preserve nutrients, develop customized foods.
Case Study: A startup in Bengaluru used 3D printing to make customized nutrient-rich cookies for children with
autism, based on their dietary needs.
5. Regulations Need: Safety, hygiene, labelling, and transparency.
Compliance: FSSAI licenses, nutritional labelling norms, food fortification standards.
Case Study: Patanjali products faced regulatory checks due to false health claims and were forced to modify
labelling and documentation.
 Repositioned Products Changing the target market or product purpose.
Example: A children's drink repositioned for elderly nutrition.
Case Study: Horlicks repositioned from a general family drink to a women's health supplement ("Horlicks Women's Plus").
• Background:
• Horlicks, a heritage brand under GSK Consumer Healthcare (now part of Hindustan Unilever Limited (HUL)), was
traditionally marketed as a nutritious drink for the whole family. Over time, however, the brand faced increased
competition and changing consumer behaviors, which prompted the need to innovate and diversify.
Why Reposition?
• Evolving Consumer Needs:
• More awareness about gender-specific health requirements, especially among women.
• Women in India, particularly in the 30+ age group, often neglect their own nutrition, leading to deficiencies in
key nutrients like calcium, iron, and vitamin D.
• Market Saturation in Family Health Segment:
• The general health drink category was becoming cluttered and commoditized.
• There was a need to differentiate the brand and tap into under-served segments.
• Growing Health & Wellness Trend:
• Rise of the health-conscious consumer, especially urban women seeking functional nutrition products.
 Key Elements of the Repositioning:
• Target Audience Shift:
• From "everyone in the family" to "urban Indian women, aged 30 and above".
• Product Reformulation:
• Enhanced with nutrients that are vital for women: calcium, iron, and vitamin D.
• Specifically designed to help support bone health, manage fatigue, and maintain normal blood function.
• New Branding & Packaging:
• Introduced as "Horlicks Women's Plus" with distinct feminine visual identity.
• More modern, clinical, and nutrition-focused design elements.
• Positioning Statement:
• Promoted as a science-backed nutritional supplement, not just a "health drink".
• Emphasis on supporting active, modern women in managing their health proactively.
• Marketing & Communication:
• Used storytelling and campaigns that resonate with women's daily challenges (e.g., juggling work, family,
and personal care).
• Collaborated with health professionals and used educational content to build trust and credibility.
 Outcome & Strategic Impact:
• Brand Differentiation: Horlicks carved a niche in the women's health segment,
moving beyond the crowded general health drink category.
• Increased Relevance: Addressed a real consumer need with a targeted solution,
boosting product relevance.
• Brand Extension Success: Paved the way for other segment-specific variants (e.g.
, Horlicks Growth Plus, Horlicks Diabetes Plus).
Conclusion:
• Horlicks' repositioning to "Horlicks Women's Plus" is a strategic response to
market saturation and changing consumer needs. By narrowing its focus to
urban women with specific health needs, the brand rejuvenated itself,
demonstrated agility, and leveraged health and wellness trends to stay
competitive and relevant.
 Reformulated Products Changing the ingredients or nutrition profile.
Goals: Lower sugar/salt, allergen-free, fortified with vitamins/minerals.
Case Study: PepsiCo reformulated Lay's chips to reduce sodium and saturated fats to
meet health-conscious demands.
• Background:
PepsiCo, recognizing the global shift toward healthier eating, reformulated its
popular Lay's chips to reduce sodium and saturated fats, aligning with the growing
consumer demand for better-for-you snack options.
• Why the Reformulation?
Rising Health Awareness: Consumers are increasingly seeking snacks that are
healthier without sacrificing taste.
Regulatory Pressure: Governments and health bodies are urging food companies to
reduce salt and fat in processed foods.
Brand Responsibility: PepsiCo committed to its "Performance with Purpose"
vision—offering healthier products while growing its business.
 What Was Changed?
• Reduced Sodium: Lay's chips now contain less salt to support heart health.
• Lower Saturated Fats: Use of healthier oils helped cut down saturated fat content
without altering flavor.
• Cleaner Labels: Focus on simpler, recognizable ingredients.
Impact:
• Positive Consumer Response: Health-conscious buyers welcomed the change,
especially younger demographics.
• Brand Image Boost: Strengthened Lay's image as a responsible, modern snack brand.
• Sales Maintained: Taste retention ensured no major drop in demand despite healthier
formulation.
Conclusion:PepsiCo's reformulation of Lay's is a strategic move to meet evolving
consumer preferences and regulatory standards, proving that healthier snacks can
still be delicious and commercially viable.
 New Forms :Transforming traditional products into modern formats.
Examples: Cereal to cereal bars, yogurt to frozen yogurt pops.
Case Study: Amul introduced Greek Yogurt in squeezy pouches for on-the-go use.(Note:
elaborate the case study as done in previous topic slides and explain)
New Size: Launching mini, snack-size, or family packs.
Benefits: Portion control, affordability.
Case Study: Cadbury Dairy Milk launched ₹10 packs to target price-sensitive markets.
(Note: elaborate the case study as done in previous topic slides and explain)
New Packaging :Smart, eco-friendly, or resealable packaging to extend shelf life
and attract buyers.
Case Study: Paper Boat uses traditional yet modernized pouch packaging with
nostalgic branding to appeal to urban youth. (Note: elaborate the case study as done
in previous topic slides and explain)
 Post-Pandemic Market Scenario in Novel Food
Product Development
Key Shifts: Increased focus on immunity-boosting foods.
Higher demand for ready-to-eat and home-cooking aids.
Interest in local and organic ingredients.
Rise in functional foods and e-commerce grocery platforms.
Example: Startups like Oziva and Kapiva grew rapidly post-pandemic with
Ayurvedic and plant-based supplements.
Case Study: Patanjali introduced Giloy and Ashwagandha juices during COVID-19,
positioned as immunity boosters.
Background:
During the COVID-19 pandemic, Patanjali launched Giloy and Ashwagandha juices,
leveraging traditional Ayurvedic ingredients known for their immunity-boosting
properties.
Continued..
Why the Launch?
• High Demand for Immunity Products: COVID-19 sparked a surge in demand for natural health remedies and
preventive wellness.
• Ayurveda's Popularity: Consumers turned to trusted, traditional solutions for boosting immunity.
• Brand Fit: Patanjali, rooted in Ayurveda, was well-positioned to meet this demand quickly.
Positioning Strategy:
• Immunity Boosters: Marketed as daily-use health drinks to strengthen the immune system.
• Natural & Herbal: Emphasized no side effects, rooted in ancient Indian medicine .
• Affordability & Accessibility: Widely available at low prices, appealing to the mass market.
Impact:
• Strong Sales Surge: Patanjali saw a spike in demand for these products.
• Enhanced Brand Relevance: Reinforced Patanjali's image as a natural health leader.
• Capitalized on Fear & Awareness: Timely launch aligned with public health concerns.
Conclusion:
Patanjali smartly introduced Giloy and Ashwagandha juices during the pandemic, positioning them as
affordable, Ayurvedic immunity boosters, successfully capturing a health-conscious market amid the crisis.
 FSSAI and HACCP – Standards and Guidelines
• The FSSAI (Food Safety and Standards Authority of India) and HACCP
(Hazard Analysis and Critical Control Points) standards play a crucial role
in food product development by ensuring that food is safe, hygienic, and fit
for consumption.
• These standards are essential at every stage of the food supply chain, from
raw material sourcing to processing, packaging, and distribution.
 Importance of FSSAI in Food Product Development

1. Regulatory Compliance
• FSSAI sets mandatory guidelines for food manufacturers in India.
• Ensures that products meet the legal safety and quality benchmarks.
2. Consumer Trust and Market Access
• FSSAI certification builds consumer confidence.
• Essential for launching and selling products in Indian markets and sometimes abroad.
3. Product Labelling and Transparency
• Enforces clear labelling (e.g., ingredients, allergens, expiry date), helping consumers make informed
choices.
4. Standardized Product Formulation
• Provides scientifically based standards for ingredients, additives, and preservatives.
• Helps manufacturers maintain consistent quality across batches.
 Importance of HACCP in Food Product Development
1. Risk-Based Approach
• HACCP identifies potential biological, chemical, and physical hazards in the food production process.
• Helps implement preventive measures before hazards occur.
2. Critical Control Points (CCPs)
• Determines key stages where controls must be applied to eliminate or reduce risks.
• Examples: Cooking temperature, pH levels, or contamination zones.
3. International Acceptance
• Recognized globally, HACCP is essential for exporting food products to many countries.
• Often a prerequisite for international certifications (like ISO 22000).
4. Continuous Monitoring
• Emphasizes record-keeping and monitoring at all stages, improving traceability and accountability.
• Ensures that unsafe products are quickly identified and recalled if necessary.
Conclusion/Summary
• FSSAI ensures food manufacturers follow strict regulations and standards.
• HACCP helps identify and control food safety hazards during production.
• Together, they form a comprehensive safety net that protects consumers, supports public health, and enables trustworthy food
innovation.
 How FSSAI & HACCP Ensure Consumer Safety

Aspect FSSAI HACCP

Legal/regulatory framework for food safety in Scientific, process-based system for

Scope
India hazard control
Hazard analysis, preventive control,
Focus Licensing, labelling, hygiene, product standards
monitoring
Ensures food is safe, authentic, and labelled Prevents contamination and
Outcome
properly foodborne illness
Minimizes health risks from unsafe
Consumer Impact Confidence in safe, quality-assured products
production
 Health Consciousness Among Consumers
Trends:
• Demand for low-fat, low-sugar, high-fiber products.
• Growth of organic and gluten-free products.
• Label-reading behavior and preference for natural ingredients.
• Emphasis on sustainability and clean-label products.
• Case Study: Saffola launched high-protein oats and millet snacks with heart-health
positioning. Note: elaborate the case study as done in previous topic slides and explain
• Example: Zydus Wellness introduced "Sugar-Free Green" with stevia, targeting
calorie-conscious users.
 Nutritionists and Dieticians – Differences, Roles,
and Professions
Aspect Nutritionist Dietician
Degree + Internship + Registered (RDN/
Qualification Certificate, diploma, or degree
CDR or Indian IDA)

Regulation Not always regulated Legally recognized, regulated profession

Work Settings Fitness centers, wellness coaches Hospitals, clinics, therapeutic settings

Clinical nutrition plans, therapeutic

Roles General dietary advice
diets
Must be registered with Indian Dietetic
Recognition No license required in India
Association (IDA)
 Example: A dietician may create a kidney disease-specific
meal plan in a hospital, while a nutritionist might guide a
gym member on weight loss nutrition. (Note: This example
can be explained in detail)
Summary
All these areas are interconnected in modern food product
development, responding to consumer health trends, safety
regulations, and innovative packaging/marketing strategies.