Identification of Key Success Factors of Functional Dairy Foods Product Development by M Bistrom - Article Example

Review of research paper: Bistrom M. & Nordstrom K. Identification of key success factors of functional dairy foods product development. Trends in Food Science & Technology, 13 (2002): 372–379. Introduction The purpose of reviewing a research paper is to concisely review current progress in a certain chosen topic. Generally, the paper seeks to summarize the present state of knowledge of the chosen topic by discussing the results and findings, and by so doing, it offers the readers a better and clear understanding of the topic. In this paper, we will review a research paper: identification of key success factors of functional dairy foods product development; a journal of Trends in Food Science and Technology by Mikaela Bistrom and Katrina Nordstrom. The review will offer the objective of the paper which is to offer an analysis of the success factors linked to the functional food product development. The review will also provide the key information discussed and it’s relevant to understanding new product development, data collection methods used and a viable conclusion containing key learning and new information discovered. Key information discussed One of the major points in this study is structure of product development processes. According to past researches, the development of a new product entails a number of approaches that are used to divide the process into particular phases. However a five phase system has been used in this study to help in the analyses of the various activities linked to the development processes of the functional dairy food.  The phase consists of the generation of ideas, the development of end product concept, the basic research, the marketing activities involved and product launch as well as a clinical testing to the end product. It is evident from other researches that the structure and timing of the various phases in the development processes of the three dairy food products differ. This implies that the product development could be dependent on the intrinsic features of functionality integrated into dairy products as well as the technologies linked to production. The functionality of Evolus is attained by blending the dairy raw materials to an active bacterial and it is said to have an effect of lowering the blood pressure. On the other hand, Gefilus functionality is inked to the lactobacillus GG probiotic influence. And also has an impact on the gastrointestinal tract. Furthermore the lengthy development process of gefilus is linked to the production technologies of mixing recommended dairy food matrix with the probiotic organism. The functionality of the LFM on the other hand depends wholly on new production technology with no added health stimulating substance. Another key factor discussed is the notion that technology push functionality may evolve into a market accepted food concept. The paper puts forth that, in Finland, Gefilus was the first product which brought a health promoting characteristic to foods. This means that, the product instigated the “functionality and health foods era in the Finish food industry”. Moreover, Gefilus and the Lactose-free milk represent unique and new products ideas and manufacturing technologies correspondingly. Therefore, as defined by some scholars, both of these products symbolize technology push products. On the other hand, Evolus symbolizes a product which integrates “technology push functional activity with a market accepted final product concept” which as a result makes a speedy process of development possible. Through this various conclusions were made regarding the structure of product development of the three daily foods. These comprised of: The development of technology-push products including Gefilus and the Lactose-free milk should be integrated with marketing at early stages of development in order to lessen the danger of bit by bit product development. This as a result will prevent loss of focus or time delays. In order to speed up the entire development process, there is need for a functional action mechanism. Lastly, in upcoming functional product development, it is vital to boost customer awareness of various technological opportunities that are available if functional dairy products are to become market-pull kind of foods. Key success factors of functional foods product development are also discussed in the paper. In order to better identify with the development processes of the products, an evaluation of the factors impacting duration and labor intensity of the projects was carried out. The result of the study was the identification of the key success factors linked to functionality of the dairy products. These factors include the; added importance to consumer, legal issues, consumer target group selection and further product applications possibility. The paper also discussed whether Gefilus, Evolus and Lactose Free-Milk can be termed as breakthrough products. In order to do this, the definitions of line extension products and breakthrough were employed as references. Through this assessment, Gefilus was found to fulfill all the characteristics of breakthrough products at the time of product development and launch. As a result, the product (Gefilus) can therefore be said to represent a breakthrough product. On the other hand, the definition of break through with regard to LFM and Evolus is not clear. These products indicated a faster speed in the market integrated with an impression of reduced risk during the product development process. Nevertheless, considering the unique and new functional features of LFM and Evolus, these products can be regarded as breakthrough dairy products. Relevance of the key information From the above study it is evident that the development of dairy products should be linked to marketing right from conception to prevent the bit-by-bit product development which could lead to loss of focus as well as time delays. It is of paramount too increasing the consumer awareness on the technological opportunities that are available in the future functionality of the product development. The study also highlights a functional mechanism that speeds up the whole development process.  Lastly the Gefilus and Evolus products have a positive health impact on its consumers and this is an added advantage. Study design and methodology In this study, data was collected using the theme interview methodology. The method, which was adopted from Hirsjarvi (1988), was employed with minor changes. This is a semi- structured interview technique that comprises of distinct themes. In this type of data collection method, questions are questions are neither detailed nor ranked. As a result, the answers are more objective, personal and intuitive. The study used three themes which comprised of the product concept and idea, marketing and regulatory affairs, and product research and development. Experts from Valio limited, who work at the research and development division, were interviewed in order to obtain credible information. Moreover, secondary data collection methods were also used in the study. This is evidenced by the use of Valio ltd publications and other related literature. Results The study which was aimed at “conducting a comparative content analysis of key success factors of the innovation activities and the development processes of functional dairy food products: Evolus, Gefilus and the Lactose-free milk” gave the following results. In Gefilus product, the functionality is incorporated using a lactobacillus GG strain. Evolus products on the other hand consist of bioactive peptides which have an impact of reducing high blood pressure. Lastly, lactose free-milk is based on a technique for lactose removal- chromatographic method, which has no effect on the milk’s natural taste. Conclusion In this section, the key learning and new information discovered from the paper are discussed. From this study, we learn that “speedy development of functional dairy foods requires focus on the added health benefit to the consumer, the range of new application possibilities, the selection of the consumer target group and legal and marketing issues”. In addition, in order to develop breakthrough products more speedily, it is important to have an established functionality standard. Moreover, practical functional food product development must focus on product concepts and factors that impose an incessant market force for functional foods offered by the food industry. Lastly, the study has indicted that time frames for product development and marketing strategies can be affected by restrictions that are imposed by legislation. Furthermore, such restriction can have significant effects on future functional food product development. Work Cited Bistrom M. & Nordstrom K. Identification of key success factors of functional dairy foods product development. Trends in Food Science & Technology 13 (2002): 372–379. Hirsjarvi, S. Teemahaastattelu. Helsinki, Finland: Yliopistopaino, 1988. Read More