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New Product DevelopmentCookie made with insect proteins

GROUP 4Quentin DannaudBobby Antan CaiquoAngela Ijeoma Ugwu

2 Why insects ?

Important roles for nature and humans

3 Why insects ?

Growing population with limited resources

4 Why insects ?

High feed conversion efficiency Environmentally friendly to farm

5 First step: screening ideas

First idea: new product targeting regular cookie consumers

Second idea: Enriched cookie targeting food aid

6 Our product

Incremental innovation 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

8 Concept Testing PRODUCT NAME: INSECT COOKIE

CATEGORY: Small size insect protein enriched cookie - 100g sachet7 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.

9 Concept TestingCONSUMER BENEFITS:

It will meet RDA for the macronutrient

Enriched with esssential amino acids

Alternate and greener protein source

Healthier and cheap

10 Concept TestingCONJOINT ANALYSIS: Structured questionnaire to find out consumer’s preference

for the following insect cookiesStimuli: Product-driven/unfamiliarData collection: quantitative

Raw Insect cookie Insect milled cookies Insect protein cookies

11 Prototype Testing Product: INSECT COOKIE

12 Prototype Testing Market communication/Advertisement

13 Prototype Testing Panelist will give a judgement based on their expectations and

likeness

Expectation

Reality

14Market research

METHOD; Empathic Design

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

16 Market research

HOWEVER;

Information is needed on the Nutritional requirements of the target population. Insects indigenous to the geographical area Average family size

17Launch and follow-up

Marketing strategy adjustment Emerging new markets; Demand and preference for products after crisis Body builders

18 Launch and follow up

Product adjustments Based on product familiarity

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Thank You