An Insider s Perspective to Weight Management Product Development

Transcription

1 An Insider s Perspective to Weight Management Product Development SCOTT MARTLING ASSOCIATE DIRECTOR, R&D THE INTERNATIONAL FOOD NETWORK, INC. SEPTEMBER 30, 2014

2 Biography PD Creativity Innovation IFN Cornell University Kraft Foods Iowa State University

3 Weight Management Biography 240 Actual Recommended Weight (lbs) Year

4 Everybody talks about the weather, but no one seems to do anything about it Leading brands in the packaged food and supplement industries are developing a pipeline of new products to expand this market Calorie reduction Satiety Metabolism enhancers Products are only part of the weight management equation Longer work commitments Fuller schedules Reduced time for physical activity Tastier options David Kessler s Holy Trinity, The End of Overeating (2009)

5 Expanding Opportunities Dinner Evening snacking Breakfast Daily Consumption Cycle Morning Commute Morning snacking Key behavior cues What they do When they do it Which products they do it with Why they do it that way Evening Commute Afternoon snacking Lunch

6 Weight Management Goals Gain Goals Lose Maintain

7 Weight Management Systems Nutrisystem Weight Watchers Jenny Craig Bariatric Surgery Cross-Fit Products Support Education

8 Product Development Alignment Consumable good Primary package Secondary package Tertiary package Brand

9 Conflicting Product Expectations Retailer Requirements Eating Healthy Nutritional Content Perceived Value Kroger compliance Whole foods compliance Shelf life minimums Price points Free from Recognizable ingredients Organic Non-GMO Calories Fat Protein Carbohydrates Sugar Fiber Sodium Size Quality Delivery

10 Product Development Strategies Attract new consumers Expand usage occasions Improve margins Generate incremental revenue

11 Key Financial Metric: Cost in Use Ingredient Cost Usage Level Cost in Use Sweetness Equivalency Value Sugar Natural High Intensity Sweetener Conventional High Intensity Sweetener 0.50$/lb 100*$/lb 125*$/lb 15g/serving 0.075g/serving 0.060g/serving 0.017$/serving 0.017$/serving 0.017$/serving *Theoretical maximums for equivalent cost in use

12 Shared Formulation Strategy Foods Calorie Reduction Supplements

13 Sugar Replacement Challenges Sweet Preserve Color Sugar Texture Body

14 Calorie Reduction Tactics High intensity sweeteners Low calorie sweeteners Replace Sugar Replace Carbs Hydrocolloids Fibers Resistant carbohydrates Air Water Replace Bulk Replace Fat Hydrocolloids Carbohydrates Proteins

15 Beverages Sugar High Intensity sweeteners Low calorie sweeteners Carbs Hydrocolloids Resistant carbohydrates Fat Bulk Hydrocolloids Carbohydrates Proteins Water

16 Case Study: Beverages 12 fl-oz (360ml) Serving Weight (g) Full Sugar % (w:v) Calories Weight (g) Reduced Calorie % (w:v) Calories Other Carbs 2 1% 8 2 1% 8 Sugar 28 7% % 0 Fat 0 0% 0 0 0% 0 Protein 1 0% 4 1 0% 4 Water % % % % 12

17 Cookies Sugar High Intensity sweeteners Low calorie sweeteners Carbs Fat Bulk Resistant carbohydrates Fibers Hydrocolloids Carbohydrates Protein Hydrocolloids Low calorie sweeteners Resistant carbohydrates Fibers

18 Case Study: Sugar Cookies 26g Serving Weight (g) Full Sugar Reduced Calorie 1 Reduced Calorie 2 % (w:w) Calories Weight (g) % (w:w) Calories Weight (g) % (w:w) Calories Other Carbs 7 27% % % 32 Sugar 9 35% % 0 0 0% 0 Fat 5 19% % % 45 Protein 1 4% 4 2 7% 7 1 4% 4 Water 4 15% % % % % % 81

19 Bars Sugar High Intensity sweeteners Low calorie sweeteners Carbs Fat Bulk Low calorie sweeteners Fibers Hydrocolloids Carbohydrates Protein Hydrocolloids Air (Puffed crisps) Air (Whipped layers)

20 Case Study: Bars 1 Bar Serving Weight (g) Full Sugar Reduced Sugar Reduced Weight % (w:w) Calories Weight (g) % (w:w) Calories Weight (g) % (w:w) Calories Other Carbs 8 16% % % 15 Sugar 12 24% % % 38 Fat 5 10% % % 45 Protein 19 38% % % 61 Water 6 12% % % % % % 160

21 Summary While many strategies are available, focusing on calorie reduction per serving has broadest application Food Supplement Evaluate multiple options to achieve desired results Reduce fat Reduce carbohydrates Reduce serving size

22 Future Is Merging Worlds Conventional Natural

23 Contact Details Scott Martling Associate Director, R&D The International Food Network Ithaca, NY Naples, FL Reading, UK RG6 6BZ