ENGLISH IN FOOD TECHNOLOGY I

New to the world - types of products are produced by the company for the first time with
no existing satisfactory substitutes produced by competitors. With new product lines, a
company enters an established market with a product that is new to the company but not to the
marketplace. By making additions to existing product lines, a firm can produce a product
which is fairly new to the marketplace. Revisions of existing products are aimed at improving
the existing product. Repositioning or retargeting occurs when firms enter a new market
segment with the old product. Cost reduction products allow a firm to reduce the cost of the
product but still provide the same benefits that the old, existing product has provided to the
customer.
Food product innovations can come in two forms:
a) Food Packaging Innovations include:
• new packaging materials that improve shelf- life, freshness and quality;
• new packaging that presents the food in new and different ways ( new shape or new
design );
• new packaging that increases product versatility (i.e. packaging that can be used in the
microwave and oven);
• new packaging that increases ease of use (milk carton designs that are easily opened).
b) Food Product Innovations include: organic foods and health foods, prepared meals,
fortification (addition of vitamins, minerals), new manufacturing techniques that
improve sensory qualities such as minimal processing, heat treatments etc.
A good example of product innovation is exhibited in yoghurt product innovation. The food
packaging has been segmented, namely the fruit puree has been taken out. In other words, the
manufacturer has presented the product to the consumer in a way that offers a choice
regarding the way how the product can be consumed – either mix at the start, mix at each
spoonful or eat separately. This type of innovation could be quickly developed to further
product differentiation. For example, the degree of segmentation could be increased or a third
type of product could be added (topping).
Woods,Timothy,& Demiralay, Aslihan,1998, An Examination of New
Food Product Development Process
Http:// www.uky.edu/Ag/AgEcon (2009-10- 10)
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