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New Product Development
Cookie made with insect proteins
GROUP 4
Quentin Dannaud
Bobby Antan Caiquo
Angela Ijeoma Ugwu
1
Why insects ?
 Important roles for nature and humans
2
Why insects ?
 Growing population with limited resources
3
Why insects ?
 High feed conversion efficiency
 Environmentally friendly to farm
4
First step: screening ideas
 First idea: new product targeting regular cookie
consumers
 Second idea: Enriched cookie targeting food aid
5
Our product
Incremental innovation
6
Market driven innovation
Technology driven
innovation
Radical innovation
Existing market
New technology
New market
Existing technology
Why market research?
 To avoid working on a new product with low probability of success
 It guards against potential winning product concept being
overlooked
Market research is inexpensive compared to the risk of new
product failure
7
Concept Testing
 PRODUCT NAME: INSECT COOKIE
 CATEGORY: Small size insect protein enriched cookie - 100g sachet
7 sachets are sealed into strip to allow for a weekly dose distribution
 TARGET : Insect cookie is intended for addressing macronutrient deficiency in
crisis situations through food aid programmes.
 PRODUCT DESCRIPTION: Insect cookie is a ready-to-eat food. It has a similar
taste and texture of regular cookies and a light brown colour.
8
Concept Testing9
CONSUMER BENEFITS:
It will meet RDA for the macronutrient
Enriched with esssential amino acids
Alternate and greener protein source
Healthier and cheap
Concept Testing
CONJOINT ANALYSIS:
 Structured questionnaire to find out consumer’s preference for the
following insect cookies
Stimuli: Product-driven/unfamiliar
Data collection: quantitative
10
Raw Insect cookie Insect milled cookies Insect protein cookies
Prototype Testing
 Product: INSECT COOKIE
11
Prototype Testing
 Market communication/Advertisement
12
Prototype Testing
 Panelist will give a judgement based on their expectations and likeness
Expectation
Reality
13
Market research
METHOD; Empathic Design
14
Market research (End users)
BASIC FEATURES
 STIMULI; Need driven with No stimuli
offered
 PRODUCT EVALUATION ; No product evaluation done
 RESPONSE TYPE; No judgement is asked of the
consumer
 CONSUMER NEEDS; Indirectly derived
 DATA COLLECTION; Unstructured
 ACTIONABILITY; Benefits
15
Market research
HOWEVER;
 Information is needed on the
Nutritional requirements of the target population.
Insects indigenous to the geographical area
Average family size
16
Launch and follow-up
Marketing strategy adjustment
 Emerging new markets;
Demand and preference for products after crisis
Body builders
17
Launch and follow up18
Product adjustments
 Based on product familiarity
19

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New product development - cookies made with insect protein

  • 1. New Product Development Cookie made with insect proteins GROUP 4 Quentin Dannaud Bobby Antan Caiquo Angela Ijeoma Ugwu 1
  • 2. Why insects ?  Important roles for nature and humans 2
  • 3. Why insects ?  Growing population with limited resources 3
  • 4. Why insects ?  High feed conversion efficiency  Environmentally friendly to farm 4
  • 5. First step: screening ideas  First idea: new product targeting regular cookie consumers  Second idea: Enriched cookie targeting food aid 5
  • 6. Our product Incremental innovation 6 Market driven innovation Technology driven innovation Radical innovation Existing market New technology New market Existing technology
  • 7. Why market research?  To avoid working on a new product with low probability of success  It guards against potential winning product concept being overlooked Market research is inexpensive compared to the risk of new product failure 7
  • 8. Concept Testing  PRODUCT NAME: INSECT COOKIE  CATEGORY: Small size insect protein enriched cookie - 100g sachet 7 sachets are sealed into strip to allow for a weekly dose distribution  TARGET : Insect cookie is intended for addressing macronutrient deficiency in crisis situations through food aid programmes.  PRODUCT DESCRIPTION: Insect cookie is a ready-to-eat food. It has a similar taste and texture of regular cookies and a light brown colour. 8
  • 9. Concept Testing9 CONSUMER BENEFITS: It will meet RDA for the macronutrient Enriched with esssential amino acids Alternate and greener protein source Healthier and cheap
  • 10. Concept Testing CONJOINT ANALYSIS:  Structured questionnaire to find out consumer’s preference for the following insect cookies Stimuli: Product-driven/unfamiliar Data collection: quantitative 10 Raw Insect cookie Insect milled cookies Insect protein cookies
  • 11. Prototype Testing  Product: INSECT COOKIE 11
  • 12. Prototype Testing  Market communication/Advertisement 12
  • 13. Prototype Testing  Panelist will give a judgement based on their expectations and likeness Expectation Reality 13
  • 15. Market research (End users) BASIC FEATURES  STIMULI; Need driven with No stimuli offered  PRODUCT EVALUATION ; No product evaluation done  RESPONSE TYPE; No judgement is asked of the consumer  CONSUMER NEEDS; Indirectly derived  DATA COLLECTION; Unstructured  ACTIONABILITY; Benefits 15
  • 16. Market research HOWEVER;  Information is needed on the Nutritional requirements of the target population. Insects indigenous to the geographical area Average family size 16
  • 17. Launch and follow-up Marketing strategy adjustment  Emerging new markets; Demand and preference for products after crisis Body builders 17
  • 18. Launch and follow up18 Product adjustments  Based on product familiarity
  • 19. 19

Editor's Notes

  1. We chose to work on a new product based on insect protein. We’ll first explain why we chose this kind of product and we’ll go through all the different steps of NPD
  2. Insects play a vital role in waste biodegradation (transform dead plants into nutrients for fungi or bacteria) and pollinisation. But what is most interesting for us today is that insects can also be a direct source of food.