Final Major Project: A Digital Portfolio of Vegan Bakery for Greggs

This digital portfolio presents a business project focused on developing a range of vegan bakery goods for the UK bakery chain, Greggs, targeting young vegan consumers. The project emphasizes sustainable product development by offering animal cruelty-free and delicious baking options. The portfolio includes a timeline, mind map, mood boards, primary and secondary research, a business project design, a sustainable design solution, and an evaluation report. Primary research involving questionnaires reveals consumer preferences for vegan substitutes, health-conscious options, and concerns about animal welfare. Secondary research highlights the rising popularity of vegan baking due to animal welfare concerns and environmental damage caused by traditional baking practices. The unique selling proposition (USP) of the proposed vegan baking range for Greggs lies in its variety, including traditional, international, and fusion options, along with a focus on lower calorie content and sustainability. A consumer persona profile identifies key target demographics and their motivations. The marketing mix incorporates product, price, place, and promotion strategies to ensure the successful launch and market penetration of the vegan bakery range.


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