The world of product development can be daunting, and it is difficult to know what steps are required to turn an idea into a shelf-ready product. Silicon Valley-based Mattson's chief innovation and marketing officer Barb Stuckey, presented to specialty food makers the key parts of the process last week during SFA's Maker Prep webinar titled “Product Development Best Practices 2022.”
Mattson specializes in research and development and has helped both small specialty businesses and larger brands like Starbucks and Dole transition a product from concept to market. Stuckey concentrated on what she described as three crucial stages of the journey: concept creation, rapid prototyping, and development.
Stuckey advocates for spending more time and resources on perfecting the product for its initial launch because the alternative can be detrimental.
“Getting [your product] wrong will cost you twice as much time and twice as much money to go back and fix it," she said. "We suggest getting it right the first time.”
Stuckey added that consumers are unlikely to try a product twice if they didn’t like it the first time and cutting corners on regulatory compliance could force product to go be recalled, go to waste, or jeopardize consumer well-being. Generally, product development should begin one year (or longer) before an estimated launch.
When speaking about product development pain points, Stuckey zeroed in on a few aspects that are particularly important to consider while in the product creation phase:
• Ingredient supply chain—Will there be issues sourcing ingredients?
• Legal regulations—What regulatory agencies does the specialty food fall under?
• Processing techniques—Does my product require special equipment or processes?
• Stakeholder demands—Is there full transparency about the product and its intentions with all interested parties?
• Consumer wants, need, & preference—Will consumers purchase the product and enjoy it?
The food and beverage industry is crowded, so having a product with a unique point of reference is critical to its success, she said. It will help to focus the product’s mission, packaging, and marketing materials, and help to ensure its success when pitching to foodservice and retail.
The consumer audience should always be a priority when developing a product, and with it comes specificity.
"Knowing whom you are developing for will help you make choices to determine what claims you make and highlight,” Stuckey said.
During each stage of the process, Stuckey reinforced the need for organization, transparency, and record keeping. She recommended using a product design/development brief. This will act as a living document that includes relevant product information, including the goal, objective, and target consumer, and is updated whenever changes are made to share with relevant stakeholders.
Nutrition claims and targets like wanting to hit a specific total fat value to claim “reduced fat,” for instance, will also be included in the document, in addition to labeling claims like organic, non-GMO, or gluten-free, she said.
To learn more about how your specialty food business can prepare to bring a product from concept to shelf, watch the webinar on demand in SFA’s Learning Center.
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