Product Development: The Healthy Muffin

This report focuses on the development of a new product, 'The Healthy Muffin Double Chocolate', targeting parents and children. It discusses the idea stage, target audience, key competitors, cost analysis, developmental stage, and commercial stage.

Running head: PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
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).

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

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

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).

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

6PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
ingredients however contain allergens like eggs, which must be considered prior to consumption
(Appendices, Table 2) (Sakač et al., 2016).
Detailed Costing
The detailed costing was arrived at $ 25.00 for preparing the standard recipe of 12
muffins and hence, $ 3.00 for a single muffin, respectively. This costs is higher because of
ingredients like vegetables, gluten free flour alternatives and chocolate used. Labour costs have
been priced considering the skill required to arrive at the desired sensory and textural qualities of
the developed muffin (Bartolozzo, Borneo & Aguirre, 2016). The higher cost was also
contributed by packaging material since food grade paperboard boxes have been used instead of
cheaper plastic (Appendices, Table 2) (Garcia-Garcia et al., 2017).
Commercial Stage
Packaging Process and Strategy
The packaging material to be used will comprise of individual boxes for each muffin,
made out of food grade paperboard quality. Food grade paper, in comparison to plastic, is
recyclable, biodegradable and free from harmful chemicals like surfactants, colorants,
plasticizers, accelators, monomers, flame retardants and biocides. The individual boxes also have
a transparent window on the top to allow consumers to visually inspect the product (Appendix,
Figure 1) (Pivnenko, Laner & Astrup, 2016).
NIP Development
In order to comply with Standards 3.2.1, 3.3.1 and HACCP the label has mentioned the
temperatures to be maintained, date of manufacturing and expiry for storage as well prevalence
of potential allergens (like egg) (FSANZ, 2019). To comply to FSNAZ Standard 1.2.4.

7PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
ingredients have been listed in descending order of weight with mandatory declaration for
allergens (FSANZ, 2013). As per FSNAZ Standard 1.2.8, macronutrient content, health claims
serving sizes and weights percentage of Daily Intake have been labeled (FSANZ, 2013).
Marketing Strategy
The marketing strategy for ‘The Healthy Muffin Double Chocolate’, will be divided into
three components (Appendices, Table 5).
 Social Media Promotion: A social media page or website of the product will be
developed where pictures, benefits and details of the product will be posted regularly.
The video resource will also be used to make information promotion more enjoyable
across the target audience (Thomkaew et al., 2018).
 Visual Resources/Video Demonstration: If computer arrangements are presence, an
audiovisual presentation or video presentation can be demonstrated by the seller,
comprising of information on the benefits of the developed product. Alternatively, the
video maybe played in a laptop for customers to view during buying (Pérez-Villarreal,
Martínez-Ruiz & Izquierdo-Yusta, 2019).
 On-the-Spot Customer Feedback: Small samples will be provided so that feedback can
be acquired from customers, even if they do not buy it. Contact details will be taken so
that mails or messages can be sent to update about new product developments
(Radojevic, Stanisic & Stanic, 2015).
 Reading Resources: Consumers will be provided with brochures and flyers containing
the information presented in the video so that can read about the product at home and
contact the seller if interested (Celuch, Robinson & Walsh, 2015).

8PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Conclusion
Thus, to conclude, this paper successfully demonstrates the development of a gluten free
chocolate flavored muffins. Future improvements must focus upon other flavors, removal of
other allergens and reduction of costs to ensure competitive advantage over competitors.

9PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
References
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Boscaino, F., Cammarota, G., Ottombrino, A., Nazzaro, M., Siano, F., Volpe, M. G., &
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Davila, F., & Dyball, R. (2015). Transforming food systems through food sovereignty: An
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10PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Dubrovskaya, N., Savkina, O., Kuznetsova, L., & Parakhina, O. (2017). Development of
glutenfree bread with unconventional raw ingredients of high nutritional value and
antimicrobial activity. Agronomy Research, 15(2), 1276.
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%201.2.4%20-%20Ingredient%20Labelling%20of%20Foods.pdf.
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%20Nutrition%20Information%20Nov%2013%20Dec%202013.pdf.
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%20321%20FINAL.pdf.
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Hadjikinova, R., Mihov, R., Hrusavov, D., Nikovska, K., & Dzhivoderova, M. (2016). Erythritol
Like Sugar Substitute in Cocoa Dressings. Energy, 401(329), 356.

11PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Hayes, A., Chevalier, A., D'Souza, M., Baur, L., Wen, L. M., & Simpson, J. (2016). Early
childhood obesity: Association with healthcare expenditure in Australia. Obesity, 24(8),
1752-1758.
Hussain, S. Z., Beigh, M. A., Qadri, T., Naseer, B., & Zargar, I. (2019). Development of low
glycemic index muffins using water chestnut and barley flour. Journal of Food
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Nobel, E. (2019). Australians eating less bread, but sourdough on the rise. Retrieved 5 November
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Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values,
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12PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Sakač, M., Pestorić, M., Mandić, A., Mišan, A., Nedeljković, N., Jambrec, D., ... & Sedej, I.
(2016). Shelf-life prediction of gluten-free rice-buckwheat cookies. Journal of cereal
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muffin top containing resistant starch type 4 in healthy adults: a double-blind,
randomized, controlled trial. Nutrition, 53, 59-63.
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from iso-viscous batters. LWT-Food Science and technology, 65, 32-38.
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data in dietary exposure modelling of food additives. Food Additives & Contaminants:
Part A, 35(3), 412-424.
Tess, M., Bhaduri, S., Ghatak, R., & Navder, K. P. (2015). Physical, textural and sensory
characteristics of gluten free muffins prepared with teff flour (Eragrostistef (ZUCC)
trotter). Journal of Food Processing and Technology, 6(9).
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(ISSN 1336-8672), 55(2), 108-113.

13PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Appendices
Table 1: Comparative Cost Analysis
Product Name Weight Serving
Size
Number
of
Serves
per
Pack
Package
Cost
Cost
per
serve
Key Characteristics
Betty Crocker: Apple
Cinnamon Gluten
Free Muffin Mix
500
grams
42
grams
per mix,
and 65
grams
per
baked
muffin
12 $ 5.20 $ 0.43  High sugar, sodium and
fat content and low fiber
and protein content
 Contains soy, milk and
egg
 Powder form
 Cost effective
 No vegetable or legume
content
Well and Good:
Multipurpose Muffin
Mix: Gluten, Nut and
Dairy Free
400
grams
60
grams
12 $ 6.50 $ 0.5  Dairy, gluten and nut free
 High sugar, sodium and
fat content and low fiber
and protein content
 Powder form
 No legume and vegetable
content
 Cost effective
Coles Gluten Free
Double Chocolate
Muffin: Pack of 2
130
grams
65
grams
2 $ 3.50 $ 1.75  Contains nuts, soy, seeds
and eggs
 High sugar, sodium and
fat content and low fiber
and protein content
 Ready to eat
 Comparatively higher
priced
 No legume and vegetable
content
Choices Gluten Free
Bakery: Double
Chocolate Chip
Muffin: Pack of 4
480
grams
120
grams
4 $ 9.00 $ 2.25 Comparatively higher weight
and larger size
Expensive
No legume and vegetable
content
Contains nuts, soy, seeds and
eggs
High sugar, sodium and fat

14PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
content and low fiber and protein
content
Ready to eat
Table 2: STANDARD RECIPE
NAME OF DISH: The Healthy Muffin, Double Chocolate RECIPE FILE NO.: 5
PORTIONS: 12 WEIGHT CHANGE:53g
SERVING SIZE: 118 (g) ALLERGENS: contains eggs
PREPARATION TIME:15 minutes COOKING TIME:18
minutes
TOTAL TIME:33 minutes
COST PER PORTION: $2.8, rounded off to
$ 3.00
Ingredient
Method
Costing
Qty (g/mL) Qty
Description
Ingredien
t name
Ingredient
Description
Ingredien
t unit
Unit
cost
$0.00
Dish cost
$0.00
g 200 Coconut
Flour
2 cups  Preheat the oven
to 160’C. Line
your muffin tin
with muffin
liners.
 Roughly chop
the carrot,
zucchini and
beetroot and set
aside
 Drain and rinse
the can of
Cannellini
beans, set aside
 In a food
processor add
the drained
cannellini beans,
eggs, carrot,
zucchini,
beetroot and
process for 3
minutes or until
25 kg $75.00 $0.60
g 425 Cannellini
Beans
Canned,
drained
1000 units $720.00 $0.31
g 22 Cacao
powder
3 Tbsp 25kg $300.00 $0.26
ml 125 Extra
virgin
Olive OIL
0.5 cup 12 L $96.00 $1.00
g 5 Baking
powder
1 teaspoon 25kg $114.00 $0.02
g 2.5 Bicarb
soda
0.5
teaspoon
3kg $11.70 $0.01
g 100 carrot 1 medium 20kk $28.00 $0.14
g 100 Zucchini 1 medium 10kg 36.00 $0.36
g 100 beetroot 0.5 cup 10kg $45.00 $0.45
g 24 Chia flour 2 Tbsp 5kg $50.00 $0.24

15PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
liquid
consistency
 Add the extra
virgin olive oil,
coconut flour,
cacao powder,
chia flour,
Erythritol,
Vanilla extract,
baking powder
and bicarb soda
and process for
30 seconds or
until all the
ingredients are
combined. The
batter will have
a thick and airy
consistency
which is normal
 Spoon the
mixture into
your muffin
moulds, bang
the tray on the
bench to settle
the mixture
 Sprinkle with
the dark
chocolate bits,
distribute evenly
among the
muffins
 Bake for 18
minutes or until
springy to the
touch or when
inserted with a
skewer it comes
out clean.
 Leave in the tin
for 10 minutes
before removing
from muffin tray
g 150 Dark
chocolate
bits
0.5 cup 15kg $76.23 $0.75
g 350 egg 5 eggs 15 Dozen $47.50 $1.30
g 5 Vanilla
Extract
1 teaspoon 200ml $10.20 $0.10
g 200 Erythritol 1 cup 25kg $129.00 $1.00
TOTAL FOOD
COST
INDIVIDUAL
PACKAGING
COST FOR A
PACK 12
MUFFINS ($
0.75/MUFFIN)
LABELLING
COSTS FOR A
PACK OF 12
MUFFINS ($
0.16/MUFFIN)
BULK
PACKAGING
COST FOR A
PACK OF 12
MUFFINS
($0.02/MUFFIN)
LABOUR COSTS
FOR A PACK OF
12 MUFFINS
($20/HOUR)
$6.54
$9.00
$1.92
$0.24
$6.00 (For
18 minutes
or 0.3 hours
required for
12 muffins)
Total Cost: $ 23.7 for preparing the standard recipe of 12 muffins

16PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Selling price of 12 muffins: $ 25.00
Equipment list Digital scale
Food Processor Measuring Spoons Knives
Spatula
Wooden Spoons
Oven Chopping boards
Measuring Cups Muffin pans fridge
Table 3: Product Nutritional Label
The Healthy Muffin Double
Chocolate
NUTRITION INFORMATION
Servings per package: 1
Serving size: 150g
Average
Quantity per
Serving
% Daily
Intake (per
Serving)
Average
Quantity per
100g
Energy 1350kJ
(323Cal)
16% 901kJ
(215Cal)
Protein 11.1g 22% 7.4g
Fat, Total 20.2g 29% 13.5g
- Saturated 6.9g 29% 4.6g
Carbohydrate 21.7g 7% 14.5g
- Sugars 6.6g 7% 4.4g
Dietary Fibre 5.7g 19% 3.8g
Sodium 249mg 11% 166mg
Percentage Daily Intakes are based on an average adult diet of 8700 kJ.
Your daily intakes may be higher or lower depending on your energy
needs.
Ingredients: Cannellini Beans, Egg, Coconut Flour,
Erythritol, Dark Chocolate Bits, Extra Virgin Olive Oil,
Carrot, Zucchini, Beetroot, Chia Flour, Cacao Powder, Baking
Powder, Vanilla Extract, Bicarbonate Soda.

17PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Contains Egg.
Table 4: Sensory Evaluation
Table 4.1.: Hedonic scale 1stbatch 10 people tested the muffins
Hedonic Scale
Sensory Test for The
Healthy Muffin
Double Chocolate
Appearance Taste Adour Texture
1-Like very much 1x2=2 1x2=2 1x8=8 1x1=1
2-Like moderately 2x2=4 2x2=4 2x1=2 2x2=4
3-Neither like or
dislike
3x5=15 3x2=6 3x1=3 3x2=6
4-Dislike moderately 4x1=4 4x3=12 4x0=0 4x4=16
5-Dislike very much 5x0=0 5x1=5 5x0=0 5x1=5
Reason 2+4+15+4+0=25
Total number
voters=10
2+4+6+12+5=29
Total number of
voters = 10
8+2+3=13
Total number of
voters =10
1+4+6+16+5=32
Total number of voters =10
32/10= 3.2
Made in Australia
from Australian
ingredients
901kJ 4.6g 4.4g 166mg
PER 100g

18PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
25/10= 2.5 29/10=2.9 13/10=1.3
Table 4.2.: Hedonic scale 2nd batch 10 people tested the muffins
Hedonic Scale
Sensory Test for
The Healthy Muffin
Double Chocolate
Appearance Taste Adour Texture
1-Like very much 1x8=8 1x8=8 1x10=10 1x8=8
2-Like moderately 2x2=4 2x2=4 2x0=0 2x2=4
3-Neither like or
dislike
3x0=0 3x0=0 3x0=0 3x0=0
4-Dislike
moderately
4x0=0 4x0=0 4x0=0 4x0=0
5-Dislike very much 5x0=0 5x0=0 5x0=0 5x0=0
Reason 8+4+=12
Total number of
voters =10
12/10=1.2
8+4=12
Total number
of voters =10
12/10=1.2
10=10
Total number
of voters =10
10/10=1
8+4=12
Total number of voters =10
12/10=1.2
Figure 1: Packaging Material Sample

19PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN
Table 5: Marketing Tools Outline
Marketing Strategy Tools and Resources
Social Media Promotion Creation of social media page, internet or web
connection
Video Demonstration Audiovisual technology like computers,
projectors, laptops and speakers. Video
developed using graphics and sound with the
help of softwares like Microsoft PowerPoint
Customer Feedback Mini muffin samples, sensory evaluation
forms, notebook to write down contact details,
mini water bottles or water glasses (250 ml),
feedback survey questionnaires or requesting
customers to write feedback beside their
contact details
Reading Resources Brochures and flyers containing content used
for the video, business cards or seller contact
details.

20PRODUCT DEVELOPMENT: THE HEALTHY MUFFIN