Edible Insights & Inspirations, with Justin Shimek, Ph.D., Alana Riparbelli & Silvina Dejter

DR. JUSTIN SHIMEK
Dr. Justin Shimek is Chief
Technology Officer for Mattson & Co.,
an independent developer of food and
beverage products positioned at the
intersection of San Francisco’s food
culture and the Silicon Valley tech
scene. There he guides Mattson’s
community of cross-trained food
technologists, chefs, and
commercialization experts.
Chief Technology
Officer for
Mattson & Co.
2015 Edible Insights & Inspirations:
An Interactive Lunch
ALANA RIPARBELLI
Alana Riparbelli is a Certified Food
Scientist & Senior Food
Technologist at Mattson & Co. where
she applies her culinary & technical
expertise
to take new products from concept
to commercialization.
Alana coordinates the production
of Mattson’s Edible Insights
& Inspirations lunch menu.
Certified Food Scientist &
Senior Food Technologist
at Mattson & Co.
SILVINA DEJTER
Senior Culinary
Product Development
Mattson & Co.
Silvina Dejter joined Mattson
in 2007. Although her academic
background is in Industrial
Engineering and Operations Research,
she obtained her Certificate in Career
Culinary Arts from the Institute of
Culinary Education in 1997. Before
coming to Mattson, she honed her
professional culinary skills working in
several restaurants.

Mattson 2015 Edible Insights
2015 Edible Insights & Inspirations
From Silicon Valley’s Resident Food Innovation Firm
Justin Shimek, Ph.D.
Chief Technology Officer
Mattson

Outline
• Who We Are
• What We’re Not Going to Talk About
• What We Are Going to Talk About … And The Menu
• 10 Trends
• 5 Dishes + 2 Beverages
• Q&A

We Make Food Happen.
What we do . . .

Our approach is holistic
Culinary
&
Technology
Brand
&
Design
Strategy
Innovation
Insights

Our track record
38 years of strategic & business success
2,000 individual food products invented
Over 300 product lines created
Packaged Goods
Restaurant Operators
Foodservice
Retailers
Ingredient Suppliers

Our Location . . . the Cross-Roads of Silicon Valley High
Tech World & San Francisco/North Bay Food Culture

What Should You
NOT
Expect From this Presentation:
We don’t eat 3 squares. We snack through the day.
Convenience is Important.
Clean Labels are now Table Stakes.
Protein is Hot. Sugar/Carbs are Not.
You already know these things!

This Presentation
We’re going to cover a lot of ground… while we eat.
Our Insights and Inspirations include those in the area of:
– Lifestyle
– Flavor
– Form Factor
– Business Model
– Industry Shifts
– And more
Meanwhile, you’ll be served 5 dishes and 2 beverages, each one
representing one, if not more, of the inspirations.

The Insights & Inspiration Menu
Strawberry Mint Shrub
Subscription Snack Sampler
Get-Your-Mojo-Going Green Juice Shot
Carrotdog and French Fries
Lemon Tossed Greens, Eaten Mindfully
Feijoada, the National Dish of Brazil
"Acai bowl” of ice cream

Inspiration 1
-er Eating

Quiet Tastes Don’t Cut it Anymore
Creamier

The Taste Star

Trend: Deeper, Darker, More Bitter Flavors
Even the most
iconic foods are
going darker
Dunkin’ Donuts
= America’s
coffee AFH
NEW dark roast

Even the most
iconic foods are
going darker
Tim Horton’s =
Canada’s coffee
AFH
NEW dark roast
Trend: Deeper, Darker, More Bitter Flavors

Trend: Deeper, Darker Flavors
Even the most
iconic foods are
going darker
Balsamic gives a
more brown,
developed, aged
flavor to ketchup.

More Bitter

We love sour food and drink
• But trendy beverages these days are really pushing the acidity
• We are looking for more sensory stimulation from our
foods/beverages
• Sour makes your mouth water
• Sour tastes fresh
• Sour is the necessary result of fermentation

Sour Beverages Getting Sourer
Normal lagers measure
~ pH 4.0-4.3
Sour Beers are a whole point lower,
meaning they’re 10x more acidic.
Berliner Lambic ~ pH 3.1

Sour Bevs Without Fruit
• Kombucha: An entire new category of packaged beverage

Vinegar Drinks
• Genki-Su
• Bragg’s
• Health Halo
• Cider Vinegar Diet
– Vinegar
– Cayenne
– Lemon Juice
– Honey

Watch for more Fermentation Bars
Gyst Fermentation Bar
Minneapolis, MN
Shed
Healdsburg, CA

Beverages are perceived as more sour
…when you remove some of the sugar or sweetener
There will be more products like this coming…

Inspiration 2
Subscription Food

Gevalia Coffee – The first food subscription service?

Starbucks – The modern equivalent

Curated Snacks

A month’s worth of snacks, delivered

Conscious Box

Birch Box

Bro Box

• Recurring deliveries of groceries
• 15% for 5+ items
• No fees
• Once set up, totally transparent to consumer

Subscription Meals

Direct-to-Consumer
Prepared Food
Inspiration 3

Digital devices + creative delivery = even faster food

Delivery
Only
Preparation +
Delivery =
Vertically
Integrated
Direct-to-Consumer Prepared Food

Delivery
Only

Delivery Only
New middlemen
controlling relationship
with consumer

But Not Just Low End & Chinese Food Delivery

Preparation +
Delivery =
Vertically
Integrated

Meals on Demand

Delivery of fresh, chilled meals
Made in restaurant kitchens by chefs

Food Made in Restaurants Off-Hours

Same-day
delivery
of chilled meals

A New Chilled Food Distribution Model
• Limited assortment
– When it’s gone, it’s gone
• Restaurants monetize their kitchens
when they can’t as traditional
restaurant
– Dayparts they don’t serve
• Post-breakfast
• Pre-lunch
• Allows consumers to eat restaurant
food at home in best way possible
– Not hot-and-soggy

Two Choices Every Day

• Fresh, locally-made meals
• Within 20 minutes
• Limited selection
– When it’s gone, it’s gone
• Delivered HOT

Delivered HOT in 3-20 minutes

Meals on Demand – Apps Give Transparency

Sprig
• Central Commissary
• Delivered Hot

Sprig
Dynamic demand-
based pricing.

Used to be where
you went to dine.
Changing to where food is
manufactured for delivery

restaurants
Manufacturing
Plants
For a Whole New
Crop of Distributors

Fresh Realm
Holds Approximately 7 Day’s Worth of Meals + Snacks

Fresh Realm Vessel Packed The Day of Production
No styrofoam.
Re-usable.
Non-refrigerated distribution.
No distribution centers.

Direct-to-Consumer
Groceries
Inspiration 4

Mattson 2015 Edible Insights67
Groceries On Demand
Same-day grocery
delivery by your own
Personal Shopper

Mattson 2015 Edible Insights68
Groceries On Demand

• Delivers groceries to you at home or work
• Shop from local stores like Target, Costco,
Whole Foods, Safeway, independent
grocery and others
• Same-day delivery
• Sometimes in less than an hour!

The Dynamic “Shelf”

grocery stores Becoming
Distribution
Centers for a
Whole New Crop of
Distributors

Good Eggs: Farmers Market ON DEMAND

This reframing presents new opportunities and
challenges
Manufacturing
Plants
Distribution
Centers

Who Owns the Relationship?

These are early days, no one has this figured out yet
• Willingness to experiment, in-market
• Refine offering based on experience
• Test then scale to other markets and compete

But people will never stop going to the grocery store…

Inspiration 5
Trigeminal Experiences

The Sensory Star

Why Spicy-Food Lovers Are More Loyal Customers
Companies from Kraft to General Mills to Hillshire Are
Making Spicier Versions of Mainstream, Blander Foods
By SARAH NASSAUER April 29, 2014 The Wall Street Journal
• Eating spicy foods releases endorphins which make people feel good
• Badge of authenticity, which makes them loyal
• More people craving bold flavors, mostly young, Hispanic, and older shoppers
– Taste perception decreases as we age

Growth in US Markets for Sauces & Condiments
Source: Euromonitor

Food products in the US introduced in “spicy” flavors
Source: Mintel Global New Products Database

Kalsec® HeatSync® Heat Indexes
follow usage of over 30 different peppers
Source: Mintel Menu Insights
Kalsec®'s most recent research indicates that three-fourths of US consumers
consumers now eat hot and spicy foods at least once a week.

Mattson 2015 Edible Insights# 8 Hot Sauce Production!

Sriracha Love

HH Penetration Rising
20,000,000 in 2013
For a product that’s use in tiny little dots.
That’s 1 bottle for every 16 people in the US

Even All-Family brands

Trigeminal = Beyond Just Heat
Groundbreaking gum that delivers a unique chewing experience.

Beyond Taste and Smell
Jamba’s new juice line has 4 spicy juices

On the Cusp
– New “numbing” experiences (Mission
Chinese Foods’ Szechuan peppercorn)
– Wasabi (in Triscuits!)
– Horseradish
(courtesy of the New Jewish food
movement)

Snack Sampler

Inspiration 6
A Vegetable in Meat’s Clothing

How to Do Veggies so it Doesn’t Feel Like a Sacrifice?
Dress them up in Meat’s Clothing

Dress them up in Fruit’s Clothing

Dress Them Up in Doritos’ Clothing
Nacho, BBQ, Ranch, Jalapeño

This is a major move away from “stealth” veg
• Millennial moms don’t want to hide the veg from their kids.
• Education around the need to eat veggies is better than when
we were growing up.
• How can you show the world your veggies?!

Kids Eating Seaweed?

The New Scratch Cooking
Inspiration 7

Scratch cooking is not just about the food, it’s
about the experience.

The New Scratch Cooking

Selling A Basket of Groceries… in a new way

• Meal kits
• Fresh ingredients delivered directly to
your home
• Everything you need to make a recipe
• Meal kits come with a recipe card
• Everything is portioned for the recipe
• Once-a-week delivery of meals

Brands can participate in this
today…
But eventually, when they get
big enough they won’t need
outside brands.

Inspiration 8
Mindful Eating

The Mindfulness Movement

The Mindfulness Movement in the Workplace
110
Search Inside Yourself
Course at Google:
One of their most
popular
Head of Mindfulness training at Google

Mindful Eating

Mindful Eating
1. Make the commitment.
2. Make a simple food choice.
3. Offer your full attention.
4. Be mindful of thoughts and feelings.
5. Notice as flavors come and go.
6. Notice craving.
7. Taste directly.
8. The power of choice.
9. Renew your daily commitment to mindful eating practice.
For
weight
loss!!

Inspiration 9
Brazilian Food Influences

Why?

Flavors: exotic fruits
• açaí
• cupuaçu
• mango
• papaya
• caju (cashew fruit)
• guava
• orange
• passionfruit
• pineapple

Ingredients: lots of meat

Forms: acai bowls
açaí, blended with fresh
fruits
Topped like cereal or
yogurt… or topped WITH
cereal or yogurt
Basically, a smoothie in a
bowl

Inspiration 10
Food Waste Awareness

It’s All Over the Media
The Dating Game:
How Confusing Food Date Labels Lead to Food Waste in America
By Harvard Food Law and Policy Clinic and the Natural Resources Defense Council.
The waste of edible food by consumers, retailers, and manufacturers poses a significant
burden to the American food system. Wasted food costs consumers and industry money;
squanders important natural resources that are used to grow, process, distribute, and store
America’s food supply; and represents a missed opportunity to feed the millions of food
insecure households in the United States that are struggling to access healthy, affordable
food. Misinterpretation of the date labels on foods is a key factor leading to this waste.

Americans Waste (more than) a Ton of Food
According to figures provided by the Food
and Agriculture Organization of the United
Nations and the World Economic Forum,
roughly 70 billion pounds of edible food is
lost in the United States each year.
This loss occurs at every stage of the food
creation and distribution process from
farmers, to manufacturers and retailers, to
restaurants and cafeterias.
Much of this waste is due to the perishable
nature of fresh produce, meats, breads and
dairy products.

Trader Joe’s Ex-President

Our Shrub
A food form traditionally solving the food waste problem
A step further using fruit fines/culls?

This Might
Even
Become a
Thing

Our Indulgent Twist on A Healthy Brazilian Food Form
“Acai Bowl” (of ice cream)

Mattson Edible Insights & Inspirations 2015
1. ‘er Eating
2. Subscription Food
3. Direct-to-Consumer Prepared Foods
4. Direct-to-Consumer Groceries
5. Trigeminal experiences
6. A Vegetables in Meat’s Clothing
7. The New Scratch Cooking
8. Mindful Eating
9. Brazilian food, flavors, form factors
10.Food Waste awareness
129

Subscription Snack Sampler
THANK YOU!

Mattson Edible Insights & Inspirations 2015
1. ‘er Eating [Shrub]
2. Subscription Food [Nibblr Snack Boxes]
3. Direct-to-Consumer Prepared Foods
4. Direct-to-Consumer Groceries
5. Trigeminal experiences [Green Juice Shot]
6. A Vegetables in Meat’s Clothing + Add-a-Veg [Carrot Dog + Fries]
7. The New Scratch Cooking
8. Mindful Eating [Salad]
9. Brazilian food, flavors, form factors [Feijoada]
10.Food Waste awareness [Acai Bowl Ice Cream]
131

Coming
up next
Why is Innovation so Difficult
in this Industry?
2015 Edible Insights & Inspirations:
An Interactive Lunch
DR. JUSTIN SHIMEK
ALANA RIPARBELLI SILVINA DEJTER
justin@foodcom.com
650-574-8824

Edible Insights & Inspirations, with Justin Shimek, Ph.D., Alana Riparbelli & Silvina Dejter

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Edible Insights & Inspirations, with Justin Shimek, Ph.D., Alana Riparbelli & Silvina Dejter