1.7 VARIATIONS IN THE PRODUCT DEVELOPMENT PROCESS

This description of the Product Development Process has been based on the development of a consumer product, but many food products are industrial ingredients marketed by food processors and primary producers to food manufacturers and food service companies.

There are differences in the Product Development Process because there is normally a much stronger relationship between seller and buyer in industrial marketing. Therefore, especially for new ingredients, there is cooperation between the food processor and the food manufacturer, sometimes in Stage1 but certainly in Stages 2, 3 and 3.

The prototypes can be tested by the manufacturer during the design and certainly at the stage of the final prototype. There is a need for close cooperation so that the ingredient is not only correct for the manufacturer's process, but also for the final consumer product. Similarly in the food service industry, the supplier's product development process and the recipe development by the chef of the meal or snack need to be coordinated.

This comprehensive outline is intended for the development and introduction of an innovation, a major new product. If a product improvement or a simple line extension or a relaunch is planned, many of these activities can be avoided as the knowledge is already in the company. Also a company, even with a brand new product, may reject some activities because they judge that the risk attached to a lack of knowledge is small.

The Product Development Process is a guide, not a bureaucratic restriction, and basing it on the management decisions to be made, ensures it is adapted to the needs of the company and the project. But it means that there has always to be top management involvement in innovation and product development.