Sustainable Vegan Bakery Goods for Greggs: A Business Project Design

This digital portfolio focuses on sustainable vegan bakery goods for Greggs, designed for young age vegan consumers. It includes a business project design, primary and secondary research, and a consumer persona profile.


Final Major Project
Resource
DIGITAL PORTFOLIO

 Introduction
 Timeline
 Mind-map
 Mood Board 1
 Mood Board 2
 Primary Research
 Secondary Research
 BUSINESS PROJECT
 Sustainable Design solution
 Evaluation Report
 References
Table of Content

 Sustainable product development has impacted various industries including the
bakery industry .
 This is suitable area for sustainable product development because it reduces
animal cruelty for baking ingredients.
 The product introduced in this portfolio is vegan bakery goods which will ensure
sustainable consumption and promote sustainability in the baking industry.
 The product will be designed for specific target segment of UK bakery chain
Greggs.
 It will be for young age vegan consumers and will offer them animal cruelty free
and delicious baking goods to enhance sustainability.
 Sustainable product development is being implemented by businesses in the
baking and confectionary industry because consumers are demanding more
sustainable and cruelty free baking and confectionary products.
 This digital portfolio utilizes various techniques such as min map and mood board
development to create a business project design focusing on vegan bakery
product.
INTRODUCTION


TimelineOne
week
Two-week Three-
week
Four week Five-
week
Six week Seven-week Eight week Nine week Ten-
week
11 week 12 week
Mind-map
Mood Board 1
Mood Board 2
Primary Research and
Secondary Research
BUSINESS PROJECT
Design Development
Final Design Outcome


Mind Map
Vegan
Baking
Goods
Egg
Replacement
Plant
Based Milk
Agar Agar as
Gelatin substitute
Applesauc
e
Mashed
Banana
Pro: Similar
Consistency
and flavor as
Gelatin
Con:
Costly
and can
cause
allergic
reaction
s
Pro:
Animal
Cruelty
free
Con:
Higher
costs
Pro:
Lower
Calories Con: Not
an
effective
Binder
Pro:
Retains
Moistur
e
Con: Not
compatible
with every
ingredient


Mood Board 1


Mood Board 2


Primary Research
Q1) Do you prefer vegan substitutes for baking products
a) Yes
b) No
Q2)Do you want your vegan baking goods to be also healthy and lower in calorie ?
Yes
b) No
Q3) What aspects make vegan baking goods better in comparison to non-vegan goods?
a) Cruelty free nature
b) Sustainability
c) Healthy impact on body
d) All of the above
Q4) What factors make you avoid vegan bakery goods?
a) High costs
b) Allergic reactions to vegan substitutes
c) Lack of variety in taste and texture
d) All of the above
VEGAN
BAKING
GOODS

 10 respondents were selected for the primary research. The questionnaire was sent online and the interpretations are
provided below
Primary Research
Q1) Do you prefer vegan substitutes for baking
products
Frequency
a) Yes 7
b) No 3
Q2)Do you want your vegan baking goods to be also
healthy and lower in calorie ?
Frequency
Yes 8
b) No 2
Q3) What aspects make vegan baking goods better in
comparison to non-vegan goods?
Frequency
a) Cruelty free nature 3
b) Sustainability 5
c) Healthy impact on body 1
d) All of the above 1
Q4) What factors make you avoid vegan bakery
goods?
Frequency
a) High costs 2
b) Allergic reactions to vegan substitutes 5
c) Lack of variety in taste and texture 2
d) All of the above 1


Primary Research
From the above graph it is interpreted that out of 10
respondents 7 prefer vegan baking goods while 3 do not
prefer vegan baking goods.
From the above graph it is determined that ou5t of 10
respondents have agreed with desiring healthier and
low calorie vegan goods while 2 do not agree with
the statement.
7
3
a) Yes b) No
8
2
Yes b) No


Primary Research
From the above graph it is determined that out of 10 respondents it is
determined that 3 consider lack of animal cruelty to be the aspect of vegan
baking goods better in comparison to non-vegan baking goods. 5 respondents
have stated that sustainability is the aspect which makes vegan baking goods
better in comparison to non-vegan baking goods. The remaining 2 consumers
have each selected the options of heathy impact on body and all of the above
for stating the aspect of vegan goods which makes them better than non-vegan
baking goods.
From the above graph it is interpreted that out of 10 respondents it is
interpreted that 5 consider high costs to be the factor for avoiding vegan
baking goods while 2 have stated allergic reaction to vegan ingredients as the
factor leading to avoidance of vegan baking goods. Lack of variety is the
reason for 2respondents to avoid vegan goods while remaining single
respondents has selected all the provided options to be the reason for
avoiding vegan products.
3
5
1 1
a) Cruelty free nature b) Sustainability
c) Healthy impact on body d) All of the above
5
2
2
1
a) High costs
b) Allergic reactions to vegan substitutes
c) Lack of variety in taste and texture
d) All of the above

 According to the views of Danley (2021), the
popularity of vegan baking has been rising in the
recent years.
 In the year 2020 conversations around vegan baking
jumped 35%.
 One of the primary reasons which has supported rise
of vegan baking and demand for vegan baking
products is concerns about animal welfare.
 Consumers are now aware of the environmental
damage and animal cruelty fuelled by the baking and
confectionary industry.
 This is because of many of the products offered
through traditional baking enterprise require usage of
ingredients which are directly or indirectly related to
animal cruelty and environmental harm.
Secondary Research


 The usage of eggs and gelatine products in
retail baking goods leads to slaughter of
thousands of animals and profits industries
which promote animal cruelty and worker
exploitation.
 Palm oil is another product used in baking and
confectionary products which has had negative
consequences for the environment leading to
the habitat loss of Orangutan in Malaysia.
 In this way non-vegan baking goods are
harmful other species and the safety of the
planet. Many consumers are shifting to vegan
baking goods for the unsustainability of non-
vegan baking retail products.
Secondary Research


 USP
 The primary factor which will differentiate vegan
baking range proposed for Greggs and other vegan
options available in the baking market of UK is that
the vegan baking range of Greggs will have variety
including traditional vegan bakery goods and
international options as well as fusion.
 Traditional English baking goods such as Carmel
Custard Doughnut, international baking goods classic
Éclair and fusion baking goods will be prepared with
vegan substitutes while maximising sustainability.
 The products will also be much more healthier with
low calorie count which will help the company attract
new consumers who are fitness focused.
BUSINESS PROJECT


 In addition to this another factor which makes the vegan baking
products unique for Greggs is their over cost and easy
accessibility compared to smaller baking options.
 This product design is profitable for Gregg’s because it will
elevate the company from competition by increasing their
sustainability.
 Another USP of the product idea of vegan baking products in
this portfolio is “Sustainability”.
 The theme of sustainability is explored in this design solution
by ensuring that the entire product increases positive impact on
the planet and reduced negative impact on the environment.
 The vegan baking goods will reduce environmental harm
caused by consuming baking goods with animal products in the
such as egg and gelatine.
BUSINESS PROJECT


Consumer Persona Profile
Persona Name
Emily O’Connell
Personality traits
Lisa is an introvert and is considered peaceful, easy going, and down to earth
by co-workers, friends and family. She also describes herself as observant
sensitive and quiet and likes to have small friend group to whom she is loyal.
Motivations for using the brand/product
 Budget friendly nature
 Can be used as snacks on daily job and University tasks
 Does not have high calorie
 Sustainable
Background
Lisa Smith is a 22 year old woman working at the position of store manager assistant
in a fashion boutique in Liverpool. She lives with 2 roommates in well furnished
apartment and is also completing her post graduate in business management in
reputed university nearby with annual income of £25,000.. Lisa is living away from
her family in Liverpool until she completes her education. She believes in
maintaining her fitness and regularly attends Gym. She also cares about animals and
is very passionate towards helping stray animals. This is why she also has adopted
dog named Snowy.
Preferred Features in the brand/product
 Low costs
 Accessibility online and offline
 No animal cruelty
 Variety of good desserts
 Healthy nature
What influences her/him
The primary factors which influence Lisa are enjoys connecting with other people and gains most of her energy from being on her own and is likely to thrive when she has
plenty of opportunities to be autonomous She is influenced by new exciting experiences as well as inspiring stories of other overcoming struggles. She is also influenced
by animals and nature as she loves to observe them and spend time in nature. Finally Lisa is motivated by are motivated by doing a job, or performing tasks, in which they
can wholeheartedly believe, and which push their internal buttons

Personal interests and activities
Lisa is drawn towards things which hold artistic value
and has many hobbies such as painting and sketching
to fill up her free time. She is also very creative and
loves to eat good food and enjoys solo travelling. Emily
spends her spare time reading Jane Austin novels and
watching latest rom-coms.
Goals
I would like to be able to:
 To take stand against animal cruelty and climate
change
 To maintain fit body
 To save money for academic expenses
 To become more sustainable
Online Behaviour
Lisa is not an overtly online person and likes to spend
most of her time reading books or doing artistic activities.
She has subscribed to various online paid services to
increase her artistic skills including music and painting.
She also does not like to overshare online and only posts
on Snapchat or Instagram from time to time. She has
maintained a Linked In profile for quite some time hoping
to use it after her post graduate is complete. She likes to
purchase stuff from stores and uses online shopping less
frequently than others of her age.
Frustrations or pain points
I have trouble with:
 Maintaining diet routine
 Improving sustainable living
 Inability to find good food away from home.
Consumer Persona Profile


 Vision: The vision of the vegan baking product is “To promote
sustainability in baking industry”
 Creative Business Idea: The creative business idea is to develop a
range of vegan bakery item which can be retailed by Greggs and
have low calorie content.
 The vegan baking products will promote sustainability and fitness
trends which are popular among youths today.
 This idea will include range of products including traditional and
international vegan product options.
 Future Idea: The future idea is to also offer online delivery of
vegan baking products while continuously expanding
international addition from Asian countries into the range.
 Competitors: Finsbury Food Group, Treasury Wine Estates,
Grupo Bimbo, Food Genius and Pret A Manger
Branding

•Marketing Mix
 Product: The product is range of vegan food product including traditional British vegan option and International option. The vegan product range
will include traditionally British Bakery products and international Bakery products. This is justified product range because it will provide
consumers variety in baking products outside the traditional baking goods they have been tasting while maintaining sustainability.
 Price : Competitive pricing will be adopted with sale and discount coupons for loyal consumers of Greggs. This will help retain more consumers as
affordability of the products will increase. It will also help increase loyal consumers as they will be able to get savings in purchasing sustainable
bakery products.
 The current Vegan range has limited options and costs between £1.60- £3.20. The vegan baking product range proposed in the portfolio will be
priced competitively n the range of £1.30- £2.50 with more options and variety.
 Place: The Gregg’s locations and online infrastructure will be used to deliver the products. In addition to this other food app such as deliveroo will
be used for higher reach and faster delivery. This suitable decision because it will ensure that large number of consumers are aware about the
product range.
 Promotion: Social media, traditional billboard promotion, content marketing, influencer marketing and TV advertising will be used for promoting
the product at large scale in UK. In addition to this search engine optimization will also be useful in attracting consumers, increasing revenue and
introducing the new product range in the market. It will help the brand reach the target consumer base by making the product reach at first level in
search engine results page.
Marketing Mix


 USP- Sustainable Design Solution
 Variety of range of vegan baking products from all over
Europe.
 This includes sustainable alternatives for croissants and
Danish pastry.
 Usage of sustainable ingredient's such as vegan butter, soya
milk, mashed banana and applesauce to reduce animal
cruelty.
 Usage of sustainable ingredient's such as vegan butter, soya
milk, mashed banana and applesauce to reduce animal
cruelty.
 Good food photography will be used to attract consumers
 This will further highlight sustainability by specifying the
sustainable aspects of the product
Sustainable Design Solution


 USP- Sustainable Design Solution
 The product will be in low cost to attract large
number of consumers.
 The packaging will be made form sustainable
material such as recycled plastic, cork and cotton.
 Availability of Coupons from Greggs to make it
more budget friendly.
 Effective presentation and promotion through food
photography, social media marketing and influencer
marketing.
 Reduced Calorie through usage of Vegan ingredients.
 Easy accessibility across all Greggs stores.
Sustainable Design Solution

Strengths Weaknesses
 Creative Thinking: Development of new ideas requires high level of creative
thinking so that problems encountered during the project can be eliminated. I
believe that I was able to effectively apply my creative thinking skills to identify
unique ways in which my business design project should be developed so that it is
not only is profitable and practical but also sustainable. I made up a suitable
business design project with clear USP, marketing mix and consumer persona
because of my creative thinking skills helped me come up with original ideas for
each of these elements.
 Presentation Skills: It is considered that higher education students need to have presentation skills as
an essential part of their overall study skills because it helps them develop attention catching
presentations (Zanders Zanders and MacLeod, 2018). From the observation of my presentation skills
I have understood that I am not able to completely utilise all the tools available to me to presentation
software such as Microsoft PowerPoint presentation because of my low knowledge on how to apply
and use each of the tool when building my presentation and doing tasks such as selection of suitable
images fonts or presentation designs I faced difficulty when creating my presentation as often time I
was confused with application of several tools to improve the visual element of my presentation and
make it more appealing to the target audience.
 Primary Research: Research which involves investigating raw data from first and
respondents is referred to as primary research (Haleem, and et. al., 2020). I believe that
a major strength of my digital portfolio was its primary research as the multiple choice
questionnaire covered all the areas related to the topic of the portfolio and I was able to
collect raw data from friends and family to further my research. I believe that I have
strength when it comes to conducting primary research because I am able to come up
with easy to understand questions quickly and complete various parts of the research
methodology in an effective manner to ensure that the research is conducted in an
ethical way. I believe that my questionnaire data collection and data storage helped me
skin information related to the subject and use it for improving my overall digital
portfolio.
 Time management skills: When completing projects related to original design development it is
important to ensure that timeline and time schedules are maintained strictly so that every task is
completed before the deadline and the final project does not lower in quality because of ineffective
time management. The concept of time management focuses on utilising daily hours in a way
which supports completion of important and significant activities with full concentration to get
high quality results while also completing other non-professional commitments without any stress
(JANE NGOZI and et. al., 2018). From evaluating my experience while creating the digital
portfolio I have learned that I was not able to management time in a suitable manner. Specifically
because I was not able to determine the best ways through which I am able to develop suitable
presentation and complete my secondary research. This resulted in a lot of my time being wasted as
I was not able to ensure that each of my activity is completed within my predetermined timelines. It
also increased my stress levels as I was not able to focus on my other activities because of my
presentation building and secondary research being delayed by a lot of time.
Evaluation Report


What were your strengths and weaknesses?


 Did you encounter obstacles and if so, what did you do to overcome these?
 The primary challenge I faced while completing the digital portfolio was my lack of knowledge about presentation
and PowerPoint presentation tools.
 I had constructed basic academic presentations previously but did not have any idea about ways to improve the
creative aspects of the presentation and how to apply different tools so that I am able to utilise my creative thinking in
making my presentation more appealing and related to the theme. Power point presentation is a strictly visual
medium (Van Emden and Becker, 2017).
 In order to overcome this challenge I looked up online tutorials so that I can understand the various ways in which
tools of presentation and PowerPoint presentation such as shapes and image shapes can be applied to make the visual
elements of the PowerPoint presentation more appealing.
 This helped me overcome the challenge of building a PowerPoint presentation but I still feel that there can be
improvements in making the PowerPoint presentation more appealing because it did not look as professional as it
could have been and easy to understand.
Evaluation Report


 In addition to this I also faced the challenge of conducting secondary research in
an effective manner because I was not able to find accurate online articles
surrounding development of a sustainable and vegan baking food products.
 In order to overcome this challenge I realised the CRAAP tool which supported
me in identifying the credibility authenticity and reliability of various online
articles so that I am able to complete my secondary research in an effective
manner (Esparrago-Kalidas, 2021).
 CRAAP tool is short form of Currency, Relevance, Authority, Accuracy, and
Purpose.
 I still believe improvements can be made in case of my secondary research
because I was not able to fully overcome the challenge as I wasted much of my
time finding suitable online articles for completing the secondary research and
was not able to direct my focus towards other parts of the presentation such as
its visual presentation.
Evaluation Report


 Did you conduct strong primary /
secondary research?
 I completed both primary as well as
secondary research for building my digital
portfolio. Primary research involves usage of
direct raw data from respondents while
secondary research involves usage of
existing information (Mohajan, 2018). The
usage of both primary and secondary
research help me enhance my overall data
collection as I was able to make sure that
accurate data is included for completion of
the final design outcome.
Evaluation Report

 Aguirre, S., 2021. Joyful, Delicious, Vegan: Life Without Heart Disease. She Writes Press.
 Bernardes, E. N., Flôres, S. H. and Thys, R .C. S., 2022. Are Psyllium Fiber and Flaxseed Flour An Exciting Combination of
Ingredients in the Development of Gluten-free Vegan Bread?. Journal of Culinary Science & Technology, pp.1-16.
 Bianchi, and et. al., 2022. Distilled grape pomace as a functional ingredient in vegan muffins: effect on physicochemical,
nutritional, rheological and sensory aspects. International Journal of Food Science & Technology.
 Esparrago-Kalidas, A. J., 2021. The Effectiveness of CRAAP Test in Evaluating Credibility of Sources. International Journal of
TESOL & Education, 1(2). pp.1-14.
 Haleem, and et. al., 2020. Areas of academic research with the impact of COVID-19. The American journal of emergency
medicine, 38(7). pp.1524-1526.
 JANE NGOZI and et. al., 2018. PRINCIPAL'S TIME MANAGEMENT STRATEGIES IN SECONDARY SCHOOLS IN KANO
STATE. Journal of Education in Developing Areas, 26(1). pp.267-278.
 Jungewelter, S., Suomela, S. and Airaksinen, L., 2021. Occupational IgE‐mediated psyllium allergy in contemporary gluten‐free
and vegan baking: A case of allergic rhinitis. American Journal of Industrial Medicine, 64(5), pp.431-434.
 Mohajan, H. K., 2018. Qualitative research methodology in social sciences and related subjects. Journal of Economic
Development, Environment and People, 7(1). pp.23-48.
 Norris, J. and Virginia Messina MPH, R. D., 2020. Vegan for Life: Everything You Need to Know to be Healthy on a Plant-based
Diet. Hachette UK.
 Van Emden, J. and Becker, L., 2017. Presentation skills for students. Bloomsbury Publishing.
 Vegan baking on the rise, 2021. [Online] Available through https://www.bakemag.com/articles/14301-vegan-baking-on-the-rise
 Zanders, E.D., Zanders, E. and MacLeod, L., 2018. Presentation skills for scientists: a practical guide. Cambridge University
Press.
References