1st Edition

An Integrated Approach to New Food Product Development

Edited By Howard R. Moskowitz, I. Sam Saguy, Tim Straus Copyright 2009
    504 Pages 154 B/W Illustrations
    by CRC Press

    New products often fail not because they are bad products, but because they don't meet consumer expectations or are poorly marketed. In other cases, the marketing is spot on, but the product itself does not perform. These failures drive home the need to understand the market and the consumer in order to deliver a product which fulfills the two equally important goals of consumer trial and repeat purchase. The linkage of these issues is often compromised in the "innovate or die" world of corporate new products. An Integrated Approach to New Food Product Development explores this inter-relationship and the inter-relationship of the key disciplines essential for marketplace success.

    Proven Approaches from Industry Experts

    The book introduces The Success Equation based on the interrelationship of the key tasks critical to defining and executing for new product success. The sections that follow highlight the importance of every task and the impact of each disciplines’ contribution throughout the process in optimizing the success of the product. The book explores integration of all parts, from defining consumer needs and food concept to understanding the importance of positioning, packaging and trade, to the technology and manufacturing required to accurately meet these needs. The Success Equation encompasses the elements that not only dramatically increase a product’s success, but also make that success increasingly sustainable.

    Combines Solid Theory with Actual Marketing Practice

    The text blends academic, ivory tower research with the experiences of seasoned, real market practitioners, which when combined, provide the tools for successful new product innovation. The concise, hands-on information includes advanced and emerging innovations in management, marketing, technology, strategy, consumer research and sales. The integrated coverage provides a complete picture of the expertise and knowledge needed to leverage new product development into commercial success.

    The Agenda for Successful New Product Development
    New Product Success Equation: Building Success into the New Product Development Process A.K.A. An Objective-Based Product Development Process, T. Straus

    Defining and Meeting Target Consumer Needs and Expectation
    Strategic Planning, T.K. Abraham
    Innovation as Science, M.A.J.S. van Boekel
    Innovation: Integrated and Profitable, P. Chaudury
    Innovation Partnerships as a Vehicle toward Open Innovation and Open Business, H. Traitler
    Trend Monitoring: Sorting Fad from Long-Lasting Profi t-Building Trends, D.C. Wolf
    Wide World of New Products: A Unique Perspective of New Products around the World That Have Hit Their Mark with the Consumer, L. Dornblaser

    The Right Food
    Consumer Product Goods Product Development Processes in the Twenty-First Century: Product Lifecycle Management Emerges as a Key Innovation Driver, C. Perry and M. Cochet
    Personalizing Foods, H.J. Watzke and J.B. German
    Creating Food Concepts to Guide Product Development and Marketing, H.R. Moskowitz, M. Reisner, and A. Maier
    Defining and Meeting Customer Needs—Beyond Hearing the Voice of the Consumer, C. Schmidt
    Observing the Consumer in Context, J.H. Beckley and C. Ramsey
    Getting the Food Right for Children: How to Win with Kids, B. Urbick

    Proper Packaging and Preparation
    Food Packaging Trends, A.L. Brody
    Evolution of Sensory Evaluation: How Product Research Is being Integrated into the Product Design Process through Insight Teams, S.A. Cox and R. Delaney
    Relevance Regained: Designing More “Democratic” Domestic Kitchen Appliances by Taking into Consideration User Needs and Other Relevant Opinions, G. Davidson, T. De Ligny, and M. Bevolo
    Chef Formulation and Integration: Ensuring that Great Food and Food Science Work Together, M. Valdovinos
    Gastronomic Engineering, J.M. Aguilera and J.P. Vivanco
    The Right Preparation Technique, D. Zino
    Recent Developments in Consumer Research of Food, H.L. Meiselman

    Positioned Correctly at the Shelf and in the Media
    Getting the Package and Web Site Graphics Right with Consumer Cocreation, A. Gofman
    Getting the Positioning Right: Advertising Planning, J. Ewald

    Meet Corporate Logistics and Financial Imperatives
    The Importance of Product Innovation, P.S. Perkins
    Alternative Processing Methods for Functional Foods, D. Knorr, A. Balasa, D. Boll, H. Jäger, A. Mathys, E. Oba, J. Richter, and M. Volkert
    Accelerated and Parallel Storage in Shelf-Life Studies, S. Saguy and M. Peleg
    Commercialization and Manufacturing, J.P. Clark and L. Levine


    Howard Moskowitz is president of Moskowitz Inc., founded in 1981. Dr. Moskowitz is an experimental psychologist in the field of psychophysics and inventor of world-class market research technology

    Sam Saguy is a Professor of Food Science and Technology at The Robert H. Smith Faculty of Agricultural, Food and Environment, The Hebrew University of Jerusalem, where he held the position of the Faculty Director of Research Affairs. He teaches graduate courses on New Product Development, Kinetics and Quality Loss during Processing and Shelf-life, and an undergraduate course on Unit Operations in Food Engineering and Food Technology.

    Tim Straus is an innovative marketing specialist experienced in the development of new products, new distribution channels and the set-up of new ventures within food organizations. For 25 years, he has applied his unique combination of marketing talents to help a full range of companies grow existing lines and successfully enter new categories.