01. Mar 2014
28. Feb 2018
EU - FP7
Orkla Foods Norge (OFN), Norwegian University of Life Science (NMBU) and University of Arkansas (USA)
Food industries have to continuously developing new food products in order to improve their position on the increasingly competitive food market. It is a generally accepted fact that too many new food products fail every year on the market, which negatively affects food industry business performance. It is widely recognised that this high failure rate is also due to the lack of incorporation of the consumer-voice in the process of new food product development (NPD). Indeed, consumers take into account a large number of product attributes, both intrinsic and extrinsic, when making food choices. Thus, food industry needs a manageable protocol for NPD which includes more realistic marketing information.
The project aims to develop a formalised and innovative methodology, which combines both intrinsic and extrinsic food attributes, in order to contribute to the improvement of the NPD process. This new method allows firms to acquire a better understanding of consumer acceptance of novel food in real market buying situations and to reduce the risk of market failure.
A multidisciplinary research approach is necessary which different scientific disciplines are involved, such as food and economic sciences. Thus, strict collaboration among research institutes, universities and food companies have been set up, as well as cooperation with international researchers.
Food technology and Food products
The project will have a specific focus on high quality new food products produced with High Pressure Processing (HPP) technology, which are expected to be introduced in the market.
New food products to be investigated will be identified through qualitative research carried out with scientific experts and food managers. Then, sensory analysis and qualitative consumer research will be performed. Finally, a quantitative consumer survey will be designed and carried out through a new scientific methodology based on an innovative experimental economic approach such as choice experiment combined with rapid methods.
Wide dissemination activities in terms of publications, seminars and implementation of the new protocol at food industry level will provide a large spectrum of information.