Product Development: The Healthy Muffin
Added on 2022-11-30
21 Pages4789 Words207 Views
MarketingNutrition and Wellness
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Running head: PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Name of the Student:
Name of the University:
Author note:
PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Name of the Student:
Name of the University:
Author note:
1PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Introduction
The following report will aim to demonstrate the key components underlying the
development of a new product throughout its idea, development and commercial changes. A
muffin is a type quick bread, usually sweetened, which is baked inside moulds to form a raised,
round and browned top (Stewart & Zimmer, 2018). This product development paper will focus
upon sweetened, chocolate flavored muffins, keeping in mind a target audience of parents and
children.
Discussion
Idea Stage
Category Overview
To gain ideas for product development market analysis was considered, along with
closely examining current market trends and consumer preferences (Tennant & Bruyninckx,
2018). The newly development product has named as ‘The Healthy Muffin Double Chocolate’.
The product belongs ‘Mixed Foods’ and ‘Pre-prepared meals’ categories as developed by the
Food Standards Australia New Zealand (FSANZ, 2019). This is a rapidly expanding food
category considering that more and more Australians are reaching out for convenience foods due
to lack of time and busy occupational schedules. The increased demand for convenience foods
was what prompted the inspiration behind development of a ‘ready-to-eat’ product (Peters et al.,
2017).
Introduction
The following report will aim to demonstrate the key components underlying the
development of a new product throughout its idea, development and commercial changes. A
muffin is a type quick bread, usually sweetened, which is baked inside moulds to form a raised,
round and browned top (Stewart & Zimmer, 2018). This product development paper will focus
upon sweetened, chocolate flavored muffins, keeping in mind a target audience of parents and
children.
Discussion
Idea Stage
Category Overview
To gain ideas for product development market analysis was considered, along with
closely examining current market trends and consumer preferences (Tennant & Bruyninckx,
2018). The newly development product has named as ‘The Healthy Muffin Double Chocolate’.
The product belongs ‘Mixed Foods’ and ‘Pre-prepared meals’ categories as developed by the
Food Standards Australia New Zealand (FSANZ, 2019). This is a rapidly expanding food
category considering that more and more Australians are reaching out for convenience foods due
to lack of time and busy occupational schedules. The increased demand for convenience foods
was what prompted the inspiration behind development of a ‘ready-to-eat’ product (Peters et al.,
2017).
2PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
The product can also be classified as ‘Confectionery’ and ‘Chocolate and Cocoa
Products’ (FSANZ, 2019). Chocolate bars are enjoyed 14.2 million Australians – indicating the
rapidly expanding nature of this category. However, the high saturated fat and sugar content
within chocolate products and the rising risk of cardiovascular diseases prompted the idea behind
developing a healthier chocolate product. The developed product contains healthier ingredients
like vegetables, sugar substitutes, beans and unsaturated oils (Australian Food News, 2019).
This product can also be categorized as ‘Cakes, muffins and pastries’ (FSNAZ, 2019).
Gluten consumption has reduced in Australia, due to increased prevalence of gluten intolerance,
celiac disease and health awareness. Australians now prefer unique, ‘artisanal’ baked products
rather than s white bread. This prompted the development of a double chocolate flavored gluten-
free muffin. Further, manufactures retail products which are muffin mixes and require additional
cooking effort. To gain competitive advantage, ready-to-eat product development was considered
(Nobel, 2019).
Target Audience
School going children, aged 2 to 17 years of age, along with their parents, were selected
as the target audience. According to the Australian Institute of Health and Welfare, 25% of
children aged 2 to 17 were reported to be obese or overweight during 2017-2018. A major reason
contributing to such alarming data is the increased preference to consume convenience and
discretionary products by children as compared to other core food groups (AIHW, 2018).
Further, considering current busy occupational lifestyles, parents are likely to reach out for such
products to feed their children. However, convenience foods are rich in sugar, sodium and
saturated fats which increase the risk of obesity and metabolic diseases. ‘The Healthy Muffin’
was hence developed to offer an enjoyable yet healthier alternative due to its lower fat and sugar
The product can also be classified as ‘Confectionery’ and ‘Chocolate and Cocoa
Products’ (FSANZ, 2019). Chocolate bars are enjoyed 14.2 million Australians – indicating the
rapidly expanding nature of this category. However, the high saturated fat and sugar content
within chocolate products and the rising risk of cardiovascular diseases prompted the idea behind
developing a healthier chocolate product. The developed product contains healthier ingredients
like vegetables, sugar substitutes, beans and unsaturated oils (Australian Food News, 2019).
This product can also be categorized as ‘Cakes, muffins and pastries’ (FSNAZ, 2019).
Gluten consumption has reduced in Australia, due to increased prevalence of gluten intolerance,
celiac disease and health awareness. Australians now prefer unique, ‘artisanal’ baked products
rather than s white bread. This prompted the development of a double chocolate flavored gluten-
free muffin. Further, manufactures retail products which are muffin mixes and require additional
cooking effort. To gain competitive advantage, ready-to-eat product development was considered
(Nobel, 2019).
Target Audience
School going children, aged 2 to 17 years of age, along with their parents, were selected
as the target audience. According to the Australian Institute of Health and Welfare, 25% of
children aged 2 to 17 were reported to be obese or overweight during 2017-2018. A major reason
contributing to such alarming data is the increased preference to consume convenience and
discretionary products by children as compared to other core food groups (AIHW, 2018).
Further, considering current busy occupational lifestyles, parents are likely to reach out for such
products to feed their children. However, convenience foods are rich in sugar, sodium and
saturated fats which increase the risk of obesity and metabolic diseases. ‘The Healthy Muffin’
was hence developed to offer an enjoyable yet healthier alternative due to its lower fat and sugar
3PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
content as well prevalence of core food groups like legumes and vegetables, whose flavor has
been masked with chocolate (Hayes et al., 2016).
Key Competitors
A key weakness of these competitors is the availability of gluten free muffin in the form
of dry mixes. ‘The Healthy Muffin’ is likely to be preferred more by parents for whom
convenience is a major priority. However, due to the cooked form of the product, it is likely that
it will have a shorter shelf life as compared to the dry mixes, and hence, may not be preferred by
parents who want convenience mixes which can be freshly prepared from home (Boscaino et al.,
2017). One of the competitors can be found to offer a muffin mix, completely free of other
potential allergens in addition to gluten and thus is likely to gain higher consumer preference
who have special dietary requirements. Competitors offering prepared gluten free cupcakes may
pose to be a threat to the developed product. However, the developed product offers larger
portion sizes and more number of servings at lower costs comparatively and is thus, likely to
yield a better competitive advantage (Appendices, Tables 1 and 2) (Tess et al., 2015).
Comparative Cost Analysis
Two manufacturers offering gluten muffin mixes are observed to offer larger serving
sizes and approximate per serving weight of 60 to 70 grams (Appendix, Table 1). In comparison
to the same, it can be observed that ‘The Healthy Muffin’ offers a much larger serving size
weight with the same number of servings, with however, a higher cost as compared to the
competitors (Appendix, Tables 1 and 2). The higher price is however justified considering that
product mixes exclude costs of additional ingredients and labour and ready-to-eat products like
‘The Healthy Muffin’ provide greater convenience (WronkoWska, 2016). The benefits of health
offered from the lower fat, sodium and sugar content and higher vegetable and legume content as
content as well prevalence of core food groups like legumes and vegetables, whose flavor has
been masked with chocolate (Hayes et al., 2016).
Key Competitors
A key weakness of these competitors is the availability of gluten free muffin in the form
of dry mixes. ‘The Healthy Muffin’ is likely to be preferred more by parents for whom
convenience is a major priority. However, due to the cooked form of the product, it is likely that
it will have a shorter shelf life as compared to the dry mixes, and hence, may not be preferred by
parents who want convenience mixes which can be freshly prepared from home (Boscaino et al.,
2017). One of the competitors can be found to offer a muffin mix, completely free of other
potential allergens in addition to gluten and thus is likely to gain higher consumer preference
who have special dietary requirements. Competitors offering prepared gluten free cupcakes may
pose to be a threat to the developed product. However, the developed product offers larger
portion sizes and more number of servings at lower costs comparatively and is thus, likely to
yield a better competitive advantage (Appendices, Tables 1 and 2) (Tess et al., 2015).
Comparative Cost Analysis
Two manufacturers offering gluten muffin mixes are observed to offer larger serving
sizes and approximate per serving weight of 60 to 70 grams (Appendix, Table 1). In comparison
to the same, it can be observed that ‘The Healthy Muffin’ offers a much larger serving size
weight with the same number of servings, with however, a higher cost as compared to the
competitors (Appendix, Tables 1 and 2). The higher price is however justified considering that
product mixes exclude costs of additional ingredients and labour and ready-to-eat products like
‘The Healthy Muffin’ provide greater convenience (WronkoWska, 2016). The benefits of health
offered from the lower fat, sodium and sugar content and higher vegetable and legume content as
4PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
compared to competitors outweighs the higher costs associated with convenience (Appendices,
Tables 1 and 2) (Dubrovskaya et al., 2017). Two other competitors however, are observed to
provide prepared muffins of larger serving sizes and may prove to be a threat to ‘The Healthy
Muffin’. However, these muffins offered from these competitors are devoid of the healthier
ingredients and nutritional content prevalent in the new product and further have a higher cost as
compared to target product developed (Hussain et al., 2019). Further, the cost effectiveness
offered from these competitors are accompanied by only 2 to 4 servings as compared to 12
servings of the target product (Appendices, Table 1 and Table 2). Thus the comparative cost
analysis reveals that while larger serving sizes at lower costs may be offered by competitors, they
are devoid of the improved portion size, serving numbers and nutrient content prevalent in the
newly developed product (Appendix, Tables 1, 2 and 3).
Developmental Stage
Desired Nutrition and Physical Characteristics
The muffin base was prepared using healthier gluten free alternatives like cannellini
beans, zucchini, carrot and beetroot. These ingredients not only contribute to the high fiber and
protein content of the muffins but also provide micronutrients like vitamin A, potassium, zinc,
magnesium, iron and phosphorous (Struck et al., 2016). Erythritol was used – a sugar alcohol
contribute 70% sweetness with only 6% of the calories in sugar. Instead of saturated fats, extra
virgin olive oil was used (Hadjikinova et al., 2016). Considering current trends of organic food
and food sovereignty, all ingredients were sourced from local Australian markets and genetically
modified foods were avoided (Appendices, Table 3) (Davila & Dyball, 2015).
compared to competitors outweighs the higher costs associated with convenience (Appendices,
Tables 1 and 2) (Dubrovskaya et al., 2017). Two other competitors however, are observed to
provide prepared muffins of larger serving sizes and may prove to be a threat to ‘The Healthy
Muffin’. However, these muffins offered from these competitors are devoid of the healthier
ingredients and nutritional content prevalent in the new product and further have a higher cost as
compared to target product developed (Hussain et al., 2019). Further, the cost effectiveness
offered from these competitors are accompanied by only 2 to 4 servings as compared to 12
servings of the target product (Appendices, Table 1 and Table 2). Thus the comparative cost
analysis reveals that while larger serving sizes at lower costs may be offered by competitors, they
are devoid of the improved portion size, serving numbers and nutrient content prevalent in the
newly developed product (Appendix, Tables 1, 2 and 3).
Developmental Stage
Desired Nutrition and Physical Characteristics
The muffin base was prepared using healthier gluten free alternatives like cannellini
beans, zucchini, carrot and beetroot. These ingredients not only contribute to the high fiber and
protein content of the muffins but also provide micronutrients like vitamin A, potassium, zinc,
magnesium, iron and phosphorous (Struck et al., 2016). Erythritol was used – a sugar alcohol
contribute 70% sweetness with only 6% of the calories in sugar. Instead of saturated fats, extra
virgin olive oil was used (Hadjikinova et al., 2016). Considering current trends of organic food
and food sovereignty, all ingredients were sourced from local Australian markets and genetically
modified foods were avoided (Appendices, Table 3) (Davila & Dyball, 2015).
5PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Methodology and Recipe Testing
The initial recipe was free from chocolate which is why, the muffins tasted very bitter
and undesirable. Adjusting the proportion of vegetables with dark chocolate resulted in better
tasting chocolate muffins. The initial recipe also resulted in a muffin with a very wet crumb.
Increasing the proportion of coconut flour and chia seeds resulted in a much firmer muffin
(Appendices, Table 2).
Final Standard Recipe
The final standard recipe thus comprised of a muffin base of beans, coconut flour, cacao
powder, chia flour with addition of dark chocolate, beets, zucchini, carrots and extra virgin olive
oil respectively. This recipe contributed to a chocolate muffin with lower fat, sodium and sugar
content and higher protein and fiber content as compared to competitors (Appendices, Tables 2
and 3).
Sensory Evaluation
The initial recipe was yielded very low sensory evaluation scores due to its bitter content
and wet crumb. After adjusting the chocolate, chia and coconut flour content, higher scores were
received due to better taste and texture. After replacing rice malt syrup with Erythritol, the
sweetness of the muffins increased and induced positive responses from all participants
(Appendices, Table 4).
HACCP
The product can be stored at room temperature for 3 to 4 days when kept in a cool, dry
place away from sunlight. The shelf life of the product is prolonged for 7 days when refrigerated
at 18C. To retain freshness, the muffins must be cling wrapped prior to refrigeration. The
Methodology and Recipe Testing
The initial recipe was free from chocolate which is why, the muffins tasted very bitter
and undesirable. Adjusting the proportion of vegetables with dark chocolate resulted in better
tasting chocolate muffins. The initial recipe also resulted in a muffin with a very wet crumb.
Increasing the proportion of coconut flour and chia seeds resulted in a much firmer muffin
(Appendices, Table 2).
Final Standard Recipe
The final standard recipe thus comprised of a muffin base of beans, coconut flour, cacao
powder, chia flour with addition of dark chocolate, beets, zucchini, carrots and extra virgin olive
oil respectively. This recipe contributed to a chocolate muffin with lower fat, sodium and sugar
content and higher protein and fiber content as compared to competitors (Appendices, Tables 2
and 3).
Sensory Evaluation
The initial recipe was yielded very low sensory evaluation scores due to its bitter content
and wet crumb. After adjusting the chocolate, chia and coconut flour content, higher scores were
received due to better taste and texture. After replacing rice malt syrup with Erythritol, the
sweetness of the muffins increased and induced positive responses from all participants
(Appendices, Table 4).
HACCP
The product can be stored at room temperature for 3 to 4 days when kept in a cool, dry
place away from sunlight. The shelf life of the product is prolonged for 7 days when refrigerated
at 18C. To retain freshness, the muffins must be cling wrapped prior to refrigeration. The
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